I am amazed that there are still companies that struggle with the idea of being on the Internet, not to mention doing some Web 2.0 thing like a social network. So, if you think your company is just too old school for what all the cool kids are doing on the Internet, check out what Waste Management is doing. The trick is to add value to the dialog on the Internet that brings a positive view of your company. If the environment is something that is important to you, are you going keep thinking that Waste Management is just the garbage company?
P.S. If you don’t get the title, might I suggest the Cluetrain Manifesto?
Notes From The Cave 