What can you do for the medium?

Seth Godin on the nature of social networks like Twitter.

"Traditional advertising is inherently selfish. It interrupts in order to generate money (part of which pays for more interruptions). That approach doesn't work at a cocktail party, or at a funeral or in a social network.

"This is the meatball sundae. Asking what the medium can do for you instead of what you can do for the medium."