(Siouxcityjournal) - Gary Vaynerchuk has built a media empire, using just free software and social media. If you haven't heard of Vaynerchuk, you're not alone. But he's made a huge splash in wine and social media circles, and has become an internet celebrity in the process. The 35-year-old New Jerseyan was working for his family wine retail business in 2006 when he realized that the web was quickly becoming social. "I saw Digg and MySpace and Twitter and they were easy to understand," he said. "I didn't want to learn the technology behind them, but why consumers cared about them so much."