Seth Godin had a great post recently titled "Is it Too Late to Catch Up?" The point of the post is to show what a company should do if they missed everything related to the internet and social media over the last ten years. The list serves as a great checklist to make sure you are doing everything you need to, in order to take advantage of the internet.
http://sethgodin.typepad.com/seths_blog/2009/12/is-it-too-late-to-catch-up.html
Danny
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