I’d put out a call to writers and editors on LinkedIn asking for names of industry folks I should include. But instead of news industry luminaries, I kept getting social media trailblazers. Wait a minute, I wanted to say, you don’t understand – social media isn’t the same as online news.

Then I started using Twitter. It didn’t take long to figure out that for the people who hang out on Twitter, LinkedIn, Facebook and other online networks the social media hotdogs and digital media trendsetters are one in the same. They’re the ones people friend, follow and read. They’re the ones broadcasting the news of a US Airways plane going down in the Hudson River and Barack Obama’s inauguration  – regardless of who they are, where they are, their day job, their background or experience.

That meant I had to rethink my definition of trendsetter.

Here’s what I came up with. It’s totally subjective and different from what I would have picked six month ago, and probably what I’d pick six months from now. When possible, I’ve linked their names to their Twitter IDs or websites.

The Old School

• Bill Keller - Executive editor of the New York Times, charged with bringing the Grey Lady into the 21st century. Appointed paper’s first social media editor earlier this week.
• Jonathan Miller – Former AOL chief recently hired by Rupert Murdoch to run News Corp.’s digital interests, including MySpace and Hulu (minus the Wall Street Journal).
• Russ Stanton – Los Angeles Times editor. Figuring out a way how to stay relevant – and solvent – in the Internet age.
• Dean Singleton – Head of MediaNews Group, which owns the Denver Post and 99 other media properties, and leader of the charge to help newspapers monetize the Web.

The New Wave

• Tina Brown – Proprietress of The Daily Beast, a cross between the Conde Nast glossies she used to edit and a daily politics and gossip column.
• Arianna Huffington – HuffPost founder; gadfly turned new media publisher.
• Hyperlocal news bloggers – NeighborsGo, NewzJunky, SealBeachDaily.com, WestSeattleBlog, Neighborhood Notes, the list goes on and on
• Josh Marshall – Creator of Talking Points Memo, political blog that won a George Polk Award in 2008 for reporting on the firings of US attorneys.
• Paul Steiger – Former WSJ managing editor and current editor in chief at ProPublica, another high-profile online-only news outfit doing original investigative journalism on a non-profit basis.

The Professors

• Jeff Jarvis – J-school prof at City University of New York, Buzz Machine blogger, author of What Would Google Do? and former magazine and newspaper reporter, columnist and editor.
• Jay Rosen – NYU journalism prof, PressThink blogger and director of NewAssignment.Net, “an experiment in open-source reporting.”
• Sree Sreenivasan – Tech evangelist and professor at Columbia Journalism School, know for his extensive new media workshops.

The Promoters

• Seth Godin – Author, viral marketer extraordinaire, quipster.
• Guy Kawasaki – Entrepreneur, author, social media guru, proprietor of AllTop “online magazine rack” and blogger at How to Change the World. On Twitter at @guykawasaki.
• Peter Shankman – PR guy and founder of Help a Reporter Out crowdsourcing service for reporters.

The Pundits

• Paul Gillin – Social media expert, author and chronicler of newspaper hard times at Newspaper Deathwatch.
• Mark Glaser – Columnist for PBS MediaShift, “Your guide to the digital media revolution.”
• Alan Mutter – Newsman turned venture capitalist and blogger at Reflections of a Newsosaur.
• Jeremiah Owyang – Forrester Research social media analyst.

The Tech Geeks

• Chris Brogan – Mr. Social Media. Read and learn.
• Matt Mullenweg – Founding developer of WordPress blogging software, used by newspapers such as the New York Times, and head of WordPress’ parent company, Automattic.
• Dipchand “Deep” Nishar – Former Google exec who became LinkedIn’s v.p. of products in early December and has since rolled out a bevy of service upgrades.
• Darren Rowse – The Aussie blogging mastermind behind ProBlogger.
• Robert Scoble – Uber tech geek. Former Microsoft tech evangelist and Fast Company videographer blogging at Scobleizer.com.
• Biz Stone and Evan Williams – Co-founder and CEO of Twitter respectively. Reportedly turned down a $500 million buy out offer from Facebook earlier this year.

Know other new media pioneers I should include? Leave a comment. If I get enough I’ll re-post an expanded list.

UC Berkeley j-school can’t find a dean – Sounds like candidates and students are ready to move the school’s venerable j-program into the 21st century but old guard faculty aren’t 100 percent on board, leading to a longer decision-making and interview process than candidates were willing to put themselves through.

That’s no typo – John McIntyre, long-time copy desk chief at the Baltimore Sun and the red pencil behind the You Don’t Say grammar column is leaving. I picked Your Don’t Say as one of the best blogs for writers in 2008 so am especially said to see him go. (Stay tuned for the 2009 list of best blogs for writers coning soon.)

New media training wheels – Webbmedia Group’s new media Webinars have proven so popular with newly unemployed journos and other writers the company’s creating an online community to carry on its mission of educating the ink-stained class in the ways of Web 2.0. The new Knowledgewebb site has live chats and message boards as well as plenty of online training sessions. Annual subscription is $129, or $80 if you’ve ever attended a Webbmedia Webinar before. Look on the site for more details.

This week’s online news link love:

• So you’ve been scammed – Advice from Bizzia freelance writing biz blogger Allison Boyer on what to do if you’ve gotten stung in a freelance writing scam.
• Regret the error – Reports on corrections, retractions, clarifications and trends regarding accuracy and honesty in the media. The blog’s the creation of Craig Silverman, a Montreal-based freelance journalist, CJR columnist and author of the book Regret the Error: How Media Mistakes Pollute the Press and Imperil Free Speech .
• Happy birthday Freelance Writing Jobs – The reliable source of how-to articles and job listings turns four.

Twitter tools:

• Twitter homepage highlights search: The microblogging service tweaked its front page by positioning a new Search window high up in the right-hand column along with Following list. The tools column also has a collapsible Trending Topics list making it easier to see hot topics people are tweeting about.
• Twitter Guys make Time’s Most Influential People in 2009 list – Ashton Kutcher, who famously rode the Twitter craze to become the service’s first Millionaire – first member to hit  1,000,000 followers, that is – wrote the profile.

But there’s another reason too. As any reporter who’s worked on daily deadlines knows, the news business is all about getting the next story, and the next, and the next, in other words, “feeding the beast.”

The Daily Beast has been building buzz since early summer and is owned by Barry Diller’s Internet enterprise, InterActive Corp. The e-zine, which launched Oct. 6, blends the day’s best news on politics, Wall Street, Hollywood, international affairs and current events from top magazines, newspapers and blogs and packages them with kicky intros and a reader-friendly layout with lots of black, red and white space. DB doesn’t aggregate the news as much as “sifts, sorts and curates,” says Brown in this cheeky Q & A.

What’s the difference between DB and already established sites like the Huffington Post, Gawker and TMZ that play in that sandbox? “Sensibility,” Brown says in the Q & A. Whatever that means. Brown, a Brit who previously was editor in chief at Vanity Fair, The New Yorker and Talk, a short-lived tabloid style glossy, has assembled a gaggle of high-level bloggers as another way of going above and beyond. The group includes Kevin Sessums, whose current piece on Jennifer Lopez was apparently dropped from a big-name magazine when the star objected to seeing some of her own comments in print, and Project Runway star and mother of six Laura Bennett, an unapologetic “bad mommy” who blogs about her laissez-faire child-rearing techniques.

Does the world really need another place to read about celebrities and Wall Street? Only time will tell whether this Beast has teeth, or will slowly slink off into oblivion.

Brown is working on the project for media mogul Barry Diller’s Internet enterprise, InterActive Corp. According to this report in Radar Magazine, the site will be edited by Edward Felsenthal, the former deputy managing editor of the Wall Street Journal who is currently a consultant at Portfolio. Brown declined to discuss other details.

The Online News Association, an organization that promotes educational and community for journalists working in digital media, will hold 40 different sessions at the annual conference, ranging from panels and keynote speeches to hands-on classes and group discussions. The organization will also announce its 2008 Online Journalism Award winners at the conference. Find out more about the conference schedule here.

Conference registration is $399 for members and $599 for non-members through Aug. 11; after that registration fees go up $100. Register online here.