Why marketers have trouble with full-duplex social technology

Just read Why marketers have trouble with full-duplex social technology by Josh Bernoff.

Great quotes:

The problem is simple. Marketers don't understand channels where you have to talk and listen at the same time.

and

The marketing industry's idea of a two-way communication is to put an 800 number or a web address in an ad and take orders.

and

Your company has a chance to turn its email list into a two-way communication. Except that most mass emails from companies are "do not reply". "We want to talk to you," they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here."

How much of your marketing is communicating AT people instead of WITH people?