Meatball Sundae by Seth Godin was an entertaining read as is are most of Seth Godin's books. The unappetizing title is supposed to represent how traditional companies (referred to as factories, producing a widget) try to use "new media" and social media as "toppings" on their existing business plans.
Godin describes that reality is that new media and old companies don't go well together. New media, embracing your customers more directly, requires a new business model to succeed.
This is a good read if you are trying to adapt your company to use new media/social media to market yourself.
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