Everybody is talking Facebook, twitter, Social Media sites, etc. Everybody is talking fans, friends, and followers, etc. But nobody is talking about how to gather those fans, about keeping them around, about inspiring and engaging them.
Everybody is talking strategy to win people, nobody is talking strategy to keep them, to convince them to stay, to let them come back because they'd love to.
Everybody is talking tools and media, nobody is talking content.
The medium itself won't change the (advertising) world. It is what we do with the medium, how we use it, how we add meaning and relevance to the medium. It is how we gap the void between medium and brand.
It is the content and value we create that changes the (advertising) world.