Participatory media is an overlapping space of owned and earned media. Rather than owned media, which typically encompasses channels which are mostly one-way, such as static pages, videos, and blogs, participatory media may be characterized by opportunities for rich interactivity with visitors. 

Examples:

• My Starbucks Idea, which engages everyday visitors in the question of what they would do to change Starbucks and to change the company's involvement in the world.
• Pepsi Refresh
• American Express OPEN Forum
• Dell's IdeaStorm 

Relevant Tools: 

• Batchbook CRM (for monitoring social media activity of your clients and contacts) 

See Also:

earned media, paid media, owned media