Initial reactions to BuzzLogic's presentation at AlwaysOn:

Marshall Sponder: "Buzzlogic is going to solve all your PR and Buzz issues - but I know it's not like that." We don't think that either, because the tool is simply the foundation for human practices.

Social media is not just about crowds. Loren Feldman makes a colorful and accurate argument, hitting the important point: Individuals change the world. Picking out those leaders of opinion is what we are aiming at, so that our customers can address them individually.

Once you know who, the how of engagement and influence becomes critical. John Dierckx suggests "giving to get" as the way forward. That isn't just a sopophoric thought, it emphasizes how much more the give-and-take of individual relationships. Don't think that having the data is the last step--it is the first toward a new form of marketing.

Howard Rheingold: "[W]hat is happening now has to do with not only the expanded capabilities of individuals, but the new forms of collective action that people will inevitably concoct with the technological platforms and the media that are built on those platforms. The action is on multiple levels simultaneously, just as it is in biology." Think systemically, not just about the tools. But we'd be happy to sell you the right tools.