A lot of companies are struggling with how to use the social web and this interesting
article gives some insight in to how Pepsico, Proctor & Gamble and others are grappling with the challenge. The truth seems to be that no one knows the answer and we've entered a brave new marketing world where a lot of the old rules don't seem to apply anymore but one thing is for sure, if you're not taking part and trying new stuff, you will never find out.
