There's nothing more hilarious than watching a broadcaster try to embrace one-to-one marketing. On the airwaves, NBC's "Today Show" gets more than 4 million viewers a day on average. But on Twitter? A scant 307 people have subscribed to its microblogging updates. More people, by far, watch the show in person through its New York street-front glass walls. And even sadder? Some poor assistant producer for the show is reading through 2,021 Twitter feeds. On the Web, we don't watch the "Today Show"; it watches us.

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