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The real question is whether solutions like these will be enough. By some estimates in just a few years we will reach a point where all the information on the Internet will double every 72 hours. Double. I'm running out of metaphors to describe the magnitude of this content creation. The predictable result of this is that brands are beginning to focus on content creation when they start to look at social media. What are we going to create, or what are we going to get our customers/patients/fans/audience/victims to create? Is that really the best question we could be asking?What if you were to ask about the person that makes sense of it all? The one who sifts through all the content and picks out the best and most worthy. This person is missing from most corporate communications teams. It's not a commonly defined role on any ebusiness teams. In fact, there are few jobs like this at all. The closest comparative role may be contained within the rising Library 2.0 movement (one I wrote about some time ago), but this is not frequently linked to business communication or marketing. If this role did exist, what would it be called?

Well, here is one sure hit. At least as of this writing, July 8, the tip calculator Tiptitude is carrying iAds for the Nissan Leaf and Dove for Men. The Nissan iAd is viewable in an online video demo. It opens with a futuristic video that makes good use of the iPhone frame in portrait mode. Compelling, pin-sharp views of the far future land us back to the invention of the Leaf. We interact with a spinning car to enter what is essentially a lush micro-site that allows for a lot of tapping to gather car details. It has branding elements, informational elements, lead-gen pieces, etc. It is fine, but not much more than we have already seen from branded apps.