ENZO: Ben, how're you doing?

BEN: I'm doing well. How are you?

ENZO: Good. I'm doing great. Let's talk a little bit about the Interwebs and what's happening. Recently there's been a lot of talk about this company called Medseek which created a "persona" named Sara Baker, who is not a real person, and it's a medical company - a health services company - and apparently they weren't trying to do social media to be social, but to show their doctor partners that they're kind of tech savvy, I think. But it brings up the question, is that okay to create a fake person for a Facebook page? Because normally you want to be talking to someone. What do you think, Ben?

BEN: Well, it explains why she's not returning my phone calls.

ENZO: She didn't return my phone calls either. But if you're going to do that - and they're very transparent up front, they're saying this is not a real person - and they're going to stick to their guns and they're going to keep her going, and not only that, they're going to create other personas. I think I'm going to create a persona, Ben.

BEN: I thought you were a persona.

ENZO: I am a persona. This is rubber (he pinches his cheek). This is not real. All right, next story. Let's talk about what's going on with Digg (digg.com). Another thing that people are talking about is that they lost about thirty five percent of their unique visitors, which is kind of big.

BEN: In one month.

ENZO: In a month. This is crazy. But do we really know why? Does anybody know why? No. They don't know why. That's not the point. The point is if you're using social media and these little apps and services, you've got to understand that they might not be around or that they might lose a lot of traffic. So if you're using that in part of your social media and your marketing mix, you know, you should spread yourself out and not rely on just one. Right, Ben?

BEN: They can disappear.

ENZO: They can be gone in a second. Final story… We have something wonderful to offer. We're trying to get people to sign up for our newsletter, which is AWESOME. You get all this great content emailed to you in your mailbox once a week. And all we're asking you to do is sign up and you can win this… That's right, scotch and smokes for our fans. You've got nothing to lose and everything to win.

BEN: I want that.

ENZO: Well, you're probably gonna get it if no one else signs up. (They both laugh.) Or I'll get it because I'll get to it before you. Anyway, that's it. This is Enzo F Cesario, see you next time.