Give this article a read. It's not your industry, and I'm not promising any of this will work for your business, but the article gives ample opportunities to think about online marketing through a social lens. Check out the homepage design these folks put up on a whiteboard. Interesting, isn't it?
And notice how they are asking fans to e-mail ten friends, tracking results with CRM software. Are any of us, supposedly sophisticated database marketers, doing this? Notice their CRM-based tracking via Twitter as well.
How do these lessons apply to your business? What is stopping you from trying these strategies? Read this, not like a 53 year old direct marketing Director or 39 year old online marketing Executive, but like an outsider might read it.