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Whoops. That wasn't a comment, that was a quote. What I wanted to say was thank you for hitting on precisely why the advice I tend to benefit from is about tools rather than formulas -- the dance does vary from organisation to organisation, and indeed even within an organisation. At Greenpeace, MySpace continues to deliver rocking ROI for our US office, while Facebook tops the chart for our International office. Those audiences, and what they respond to, are entirely different beasts. And thank you for making me realise just what my job is! I lead an interpretive dance troupe of digital creatives.
"There is a process that requires understanding the space between the tools and the people and having someone who knows that space so well they can do an interpretive dance between the technology and the users."