Dave - I'm pushing this theme hard in our business too as we hope to convince more and more brands to augment direct mail campaigns with localized social media promotions using our content. For example, I get a "feeling healthy" pamphlet in the mail. It includes eating out tips, exercise tips, and recipes. It's discreet, but clearly published by Whole Foods. We'd like to help them extend that brand online with guides to the best local health and fitness destinations. I think what you listed above is a set of feature best practices. But acting like a publisher means brands need to start behaving like editors and selecting content subject matter that is relevant to their audience - not just features for sharing that content. I think Purina has done that well with their mini-site here: http://petcharts.purina.com. This is a major shift. Glad to see you covering it.