Two years ago, Sony PlayStation learned a humbling lesson that fundamentally altered its communications strategy. In 2006, the company broke into the blogosphere with a fictitious blog and viral video called "All I Want for Xmas is a PSP," supposedly authored by two friends. But the endeavor backfired when the blog Something Awful revealed that it was a gimmick conceived by Zipatoni, Sony's then-marketing agency.
Rather than shrugging the incident off as an opportunistic experimentation of a then-still emerging blogosphere, ...