What do pronouns have to do with marketing?
In an article on Chief Marketer I argue the answer is 'a lot'. The point is that one of the difficulties in monetizing social media may come down to an issue of grammar. Social networks are conversational and participative - that is first person: we, my, our, us, and I. In contrast, advertising has a long history of being targeted and direct as in "hey you, listen to me and do something."
Changing the grammatical person will do wonders.