The last few weeks saw two attempts to game the messy business that is social media influence: one by forward-thinking business magazine, Fast Company, and the other by a venerable packaged goods manufacturer, Proctor & Gamble. As a regular reader and fan of Fast Company, it's clear that the magazine should have the upper hand in this. Unfortunately, its Influence Project comes across as literal, artificial, and self-serving. P&G's Old Spice commercial, other hand, seems certain to become a landmark in interactive advertising. All because the Old Spice Guy brought the funny.