It's always interesting when you practice what you preach, and the practice yields the results you're preaching about in ways you couldn't have imagined.

We produce a podcast in partnership with the Ottawa Centre for Research and Innovation called Our most recent show is entitled "The Potential of Social Media Marketing: Business Models and Advice for Web 2.0".

Along with OCRI's President Jeffrey Dale, I talked to Alec Saunders, co-founder and CEO of iotum; Martin Horne, President of TravelPod – the Web’s original Travel Blog; and University of Ottawa copyright law Professor and blogger Michael Geist.

Listeners can find out why Saunders recommends that start-ups build a blog site over a Web site, how Horne’s company has attracted and monetized a community of 45,000 world travelers, and consider Geist’s advice that the gains outweigh the risks of engaging in social media marketing conversations.

When we listened back to the show this week, it became abundantly clear to us that our interview guests - the community created via the podcast - were FAR more articulate about the power of social media than we ever could be - and we try our best! But that's the whole point, isn't it?

Open yourself up to a community of knowledge, and that community's "collective intelligence" (as Tim O'Reilly so eloquently nails it) builds and reflects back on your business in marvellous ways. The social media-enabled community creates what IMHO can't be created in static media with the most creatively driven, perceptive marketers on earth. (That last statement may explain why we have a pulpit in our boardroom ...)

If you're in the Ottawa-Gatineau area and interested in building on the knowledge that I think shines through our podcast's guests, there's more to come as Martin Horne and I do our thing at an upcoming meeting of Ottawa's e-business cluster on June 21st.

(Nathan Rudyk is President of market2world communications inc., Canada's social media agency, founder of Ottawa's tech business podcast, and VP Community Relations of Government 2.0 Technology Think Tank)