Like the astronauts aboard Apollo 13 who had to build a CO2 filter from whatever was available in their capsule under the direction of engineers back on Earth, we are forced to innovate in real time.

WSJ: Tony Hayward: What BP Is Doing About the Gulf Gusher

Unified surely will face more competition as Facebook, Twitter, and others build out their social ads, not to mention whatever Google does.

FORBES: Unified Raises $14 Million to Expand Social Operating Platform