It used to be that just launching a social application made you a marketing leader. Now everybody's doing it. Some people just run campaigns. Doritos' Super Bowl ads are a great example. So are little applications like Mad Men Yourself , where you can make your own icon to represent yourself as a Mad Men character. These are great, but they don't really change companies. They also don't challenge the organization - they get launched, they run, and even if they last,