Last year, Rinck began experimenting with Social Media in a systematic way. The Social Media phenomenon is not new. The 2008 presidential election and other changes pushed social media into the mainstream, expanding the audience from teens to everyone else and now to brands.

Social Media is a living, breathing media fueled 24 hours-a-day by millions of people who have plenty to say about your brand. They’re searching and “Googling,” blogging, chatting and “Twittering.” They share and adopt brands, services, content, news items, media and experiences. It’s how people communicate in 2009.

The scope of the Internet explosion is remarkable. The last 10 years (since roughly 1998,) marks an historical period in media. Today, some blogs have larger readership in two years than Time Magazine gained in over 100 years of publishing.

Yet the Internet lagged in a critical area – portability. Unlike a newspaper or magazine, the Internet stayed at home, or at best, became a 7-pound laptop compromise.

Seven women made up Team Rinck competing in the Maine Cancer Foundation’s first annual all-female sprint triathlon, Tri For a Cure, which raised $250K in one day for cancer research in Maine. After training throughout the Spring and Summer, the day finally arrived, and with it a break in the week-long rainy weather. Beneath azure skies, at the edge of the shimmering Atlantic, an electrified swarm of swim-cap-and-body-markings-bedecked women joined in breathtaking spiritual harmony.

It was a day to rejoice in possessing two X chromosomes, as gorgeous ladies of all ages -some survivors, the rest representing survivors or fallen sisters- pushed themselves in a physical challenge symbolic of the fight against a despicable disease that has claimed so many of our family members and friends. This day was truly magical in the sustained positive energy and collective nurturing that took place.