Seeking an Encompassing Term for the Benefits of Using Social Media

I'm looking for the term, or a term, that explains to someone who just doesn't get exactly what using social media can provide to a person or a group of people.

As Clive Shepherd mentioned earlier today on his posting "Social learning is not the same as social media," social learning has been around as long as there have been humans.  The introduction of social media has only provided yet another means to learn together.  Social media also provides us with the ability "to collaborate on tasks, to promote goods and services, to entertain each other, to exchange information and so on." - Clive Shepherd.

So if social learning doesn't cover it all what term does? Perhaps "Social Media Experiencing"?