I have never been a Diddy fan. Even before he was Diddy, I was not feeling him. That being said, I cannot hate on his social media hustle. This guy is the definition of a mogul. He has a label, a liquor, clothing lines and more. Even with all his success, he still sees that being social and engaging with his audience is what will keep him successful.

Recently, Diddy began his P Twitty TV campaign. This is simply an extension of his already successful Vlog on YouTube, but is specifically geared towards his followers on Twitter (@iamdiddy). The energy and presence that Diddy brings to his videos is infectious. He talks directly to you. He is sincere, real, and unpredictable.

While Diddy took a walk in Central Park to clear his head, I took a closer look at some of his P Twitty TV videos. He was “live” from the studio, working on his new album. He showed off his gold-plated Macbook. He even ran (literally ran) through the studio, busting in on other studio sessions so that you can get a glimpse at his artists hard at work. Cassie tried to duck the camera while Day 26 (intact, even after the fireworks on their reality show) plugged their upcoming album release.

He puts on a good show and knows how to keep things entertaining on the fly. Let’s not even get started on the huge debate he started about Popeye’s versus KFC.

Diddy seems to have some good people working for him. He tries to keep things as interactive as possible. His videos are edited and posted within minutes.

One would think he would be better off using something like Ustream.tv or Kyte.tv to do his live broadcasts. These would allow for a constant video stream as well as a live chat room. Diddy mentions this in one of his videos, saying that he’s up on the latest technology, but afraid he might slip and share something he shouldn’t have. While it would be cool to be in a live chat room with Diddy, I can understand his predicament.

Diddy has the online branding thing down to a science. His personal domain (Diddy.com) links back to all his social profiles, including Facebook and even his own Ning network. He talks about specific topics on his vlogs, like politics and bitchassness. He also throws in the occasional random video just to keep you interested. He truly uses the social media space to connect and engage with his audience on a personal level.

Seeing the real-time value of Twitter, he chose to create a subset of videos just for that audience. All we need to do now is get him on FriendFeed.