Online social software's present many challenges to policy makers and regulators. As convergent media they cross previously well defined territories and policy silos. This paper considers seven different ways of approaching online social software's such as Massively Multiplayer Online Games and Social Networking Sites (like MySpace or YouTube) and sketches some of the policy implications of each discourse. Developing coherent policy from these competing discourses presents a huge challenge which requires regulators and policy makers to broaden their outlook beyond traditional silos. The paper suggests consumption and production are no longer distinct areas; cultural policy and industry policy need to take account of each other if the full implications of convergence are to be embraced; and users of online social media need to be drawn into the regulatory schemes of the future.