In Australia the largest telco is Telstra. And they want to dominate. Not surprising. They have a blog site which has to be seen to be believed. Not because it is great. Because it so totally misses the point in so many ways.

The way it is organized is so 'non-social media'. If you want to browse the blogs the only tool appears to be an alhpabeticized list. When you click through the 'poplular blogs' link, you go to a page that is not the home page of the nominated blog, but to some other page. Most of the blogs that I have looked at appear to have been abandoned already.... They just dont get it.

Now, read what Fox Interactive have announced that they are intending to do, and it looks like they are not getting it either. In this great blog  Robert Young proposes a model that is exciting and will deliver the sort of result that is truly exciting for both viewers and for advertisers.

No one cares about getting ads served at them these days. Clearly it is the price of a 'free' online world. What we all want - and #1 we are consumers - is to feel that we are not being used on the way through. It is time that corporations started getting it. They have to work at the relationship too.