50 Cent has taken rap beef to a completely new level. Infusing the popularity of his website and the clever employment of social networking tools like Kyte and Youtube, 50cent’s beef with Rick Ross, has spilled off wax, and online. Unlike rap beefs of the past, this battle has quickly become less about the use of clever metaphors and more about the clever use of social media tactics, and so far it seems as if 50’s social media investment is paying dividends.

Regardless of which side of the 50 vs. Rick Ross debate you’re on, you must admit that that 50 cent is winning the battle of the number eyeballs. Using 50’s already mega popular Ning powered website, Thisis50.com, and Youtube Channel 50centmusic, 50 has launched barrage of assaults on Ross, including interviews with Rick Ross’s baby’s mother, the creation of an animated YouTube series, portraying Rick Ross as a police officer, as well as the launch of a YouTube series starring 50cent as a pimp name “Curly”, which spurred from a Rick Ross’ insult. Regardless how you slice it, 50cent has control of the medium, and thus control of the battle.

Ross has attempted to fire back, releasing his own cartoon taking shots at 50cent and the rest of G-Unit, but because of Ross’ scarce investment of social media, the video has had to rely mostly on Ross’ Myspace page to gain traction. Ross’ Myspace page, like most artists, is only updated ahead of the launch of a major events or the release of a new album. Ross, as far as I can tell doesn’t even have a YouTube channel. The video embedded on the front of Ross’ Myspace page is from a Youtube channel with no indication of an association with Rick Ross (which makes me wonder if his camp even made the video).

Like 50, Ross recently launched his own Ning powered social network Deeper than Rap. But unlike Thisis50.com, Ross’ site is more about the promotion of his album, record label, and clothing line than it is about enhancing his presence online. The site requires a user account to view videos; links for artists takes you to their Myspace page instead of their Ning profiles, and the image library is housed on the Def Jam website instead of using Ning.

Rap beef has entered a whole new realm, and without a solid social media foundation even the best rappers could be vulnerable. So rappers heed this warning, regardless of whether you’re an up and coming artist, or a 20 year veteran, beefing without social media is like throwing rocks at a tank, you might get a few hits, but odds are you’re going to lose. Because even the hottest diss record is worthless if no one hears it.