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Can we say that social media were the drivers of a second ICT revolution? Apparently so. In this presentation I try to show that there are many lessons that we can draw from previous disruptive changes in the industry, but that companies need to be outliers and define new business models and new business processes to leverage the advantaged offered them by new social medias. Various Italian and American cases are cited, as well as research in the field. Useful for your intro class on internet marketing.