Wikinomics - Kind of deep

So I just started reading a new book. I probably read a new book every two months. This time the book on my list is WIKINOMICS by Don Tapscott and Anthony D. Williams. This books is pretty deep so if you don't like talking about technology it's not for you. Considering of fascinated with communications and sites such as Twitter and Facebook this book is heaven. It's interesting to get real life example of how companies have used social media type sites to get answers to problems. The collaberation of individuals is very interesting. Even though some companies have figured out the benefits of social media there are other companies that are lagging behind. It seems like very large companies havent figured out that this is something that must be embraced. The question is how do you use these new outlets for communication. For individuals like me it's exciting and scary at the same time. As an employee for a large company it's scary because your job could be at stake for introducing these tools to management if it fails. From an individual entrepreneur perspective it evens the playing field for me to be competitive at a great cost - free.