Thanks for letting me plug the book, Morty.  Here's a link for Beyond Buzz. 

I had wanted the title to be "Something to Talk About," because the book provides so many examples and pragmatic ways for finding interesting ideas that get people engaged and talking. While companies  "get" Web 2.0 techniques, many, many struggle with finding ideas worth talking about -- especially the type of ideas that make meaning and not superficial buzz.

Alas, the editor overruled me -- and even used the "B" word  I so hate.

Lois