Here is an excerpt from and the link to a marketing article I found pretty interesting. There were other insightful observations if advertising/marketing is your field.

The classic way to market products or services through participative technologies is to establish yourself as an expert and provide objective content that goes beyond your specific products or services. To sell, you first have to be useful. The more useful you are, the more you will persuade people to visit your Web site and check into your products or services.

This advice still applies today with broadband and iPods. You need to find out who your core talkers are and where they are talking, give them positive subjects to discuss, track what they are saying, and determine how this affects your overall marketing efforts. If you do it right, consumers will advertise for you.

Ah, the Holy Grail....

Lisa