Traditional media are in great position to incorporate social media tools into their existing offerings, resulting in a better overall product, according to a report to be released later this month.

A media trends report by Deloitte states the social media and user-generated content explosion in 2006 holds opportunities, not just threats, for traditional media, which can take the lessons learned from last year to create a better experience for users of their products this year, Reuters reports.

By incorporating social media tools such as blogs and podcasts into newspaper websites, for example, a passive experience can be turned into an interactive one.

As traditional media becomes more comfortable with social media, the overlap between traditional and new media in 2007 will be grow significantly, according to Deloitte.