"Social media is not just a fun trend," says Jeanette Gibson, Director of New Media at Cisco Systems. Using it right is important to your business.

Cisco is probably the company making the greatest use of video right now. It makes sense: The more we use video, the more reliant we are on Internet connectivity.

"Our perspective is, the network is impacting our lives every day, and being able to take a video and put that on your computer or send that over a social media network or email it to someone is really powerful," she said in this interview conducted at the Web 2.0 Expo in San Francisco.