"Not all social media is created alike," said Nada Stirratt, chief revenue officer at MySpace. "MySpace is a social-activation platform. We're drop-dead amazing at getting consumers and creators to participate."

"Our chief listener is critical to making sure the right people in the organization are aware of what the conversations on the web are saying about us, so that relevant people in the business can connect with customers," said Richard Binhammer, communications executive at Dell. Mr. Binhammer points out that "Dell has been listening for four years and created a position called 'Listening Czar' two years ago. We are a leader in the listening space."

"The findings suggest that if you don't want an ad to affect you in this way, you should watch it more closely."

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"…the alternative to chasing clicks is building trust and an editorial brand. "What people want" arguments don't impress me. I think anyone with a half a brain knows that you have to listen to demand and give people what they have no way to demand. You have to listen to them, and assert your authority from time to time, because listening well is what gives you the authority to recommend what is not immediately in demand."

Finally, we learned that innovation is as much about newsroom culture and structure as it is about mastery of technology and presentation. It requires new approaches to multimedia storytelling that are as simple as putting reporters and developers in the same room so they can learn from each other and as complex as embracing failure, recognizing that being innovative means that some ideas simply won’t pan out – and that’s an opportunity for learning, too.

"Teaching social media is more than showing students the mechanics of Twitter. Rather, they should learn how to build a network of relevant followers and how to interact with them to be a better journalist.

In the classroom, we need to stress that social media technologies do not just offer journalists new ways of doing old things. They offer the potential to explore new ways of telling stories, of collaborating and connecting with audiences, of rethinking how we do journalism."

t turns out that alcohol dulls our ability to recognize cockeyed, asymmetrical faces, according to researchers who tested the idea on both sober and inebriated college students in England.

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A national initiative led by 12 of America’s leading research universities with the support of two major foundations will advance the U.S. news business by helping revitalize schools of journalism.