The third edition of The Age of Conversation is to be published in the next couple weeks.
Each of these volumes of short, one-page essays is a treasure trove of information, insight and inspiration.
The proceeds from the sale of this volume go to the Make a Wish Foundation.
My contribution is Your Network is Your Brand.UPDATE: Here are the sections topics.
At the Coalface
There is much to be said for good strategy, but what happens when the strategy is done? What happens when the time for talking is over? This section is about working at the coalface of social media. It’s about the real world lessons that come hard and fast. It’s about case studies and the stories and events that are much better in the re-telling than in the moment.
When we talk of brands, we generally understand what it means. But what happens when a brand ventures into online conversation. What does it mean to participate in these conversations? Is this earned media? Is it paid for? Or is there an in-between space? How important is brand in the social media space? How does the conversation shape or change the brand?
Much is made of influence, but what does "influence" mean in social media? Who has it, and who creates it? Does influence mean different things to different people? Is it hype or can it make the cash register ring? Is influence one of the new currencies?
Getting to work
They say that the best approach to social media is dive in. But getting to work with social media can be harder than it first appears. What have you done to quickly get to work? Or perhaps this section is about how you use social media to get to work — literally. Is it a viable tool for networking and job hunting? Or maybe this section is about how social media is changing the face of work. Does getting to work now mean sitting at the kitchen table in your bathrobe?
There is plenty of coverage of social media when the focus is on marketing or advertising. But what is happening in other parts of your business? How is social media playing within your business and has it surprised you? Or...if you’re a consultant or agency, how do you introduce social media to the C-level at your client’s business? How do you make social media more than a fad or seem relevant to the bottom line?
Can you measure social media? Many claim you can and many claim you can't. But if you can measure social media, should you? And how do you measure it? And do you measure it in terms of ROI? Or influence? Or ability to do good? What are the metrics that matter and how do you get to them?
In the boardroom
Is social media a fad dreamed up by the marketing department to get the attention of the executives? What are the hard questions and firm answers that get thrown around the boardroom. And who, if anyone, is best placed to answer? What role should the C-level executives play in a company’s social media strategy? Do they just green light it? Should the CEO have a blog? Or...from a non-profit’s perspective, how does the board of directors play a role in the organization’s SM activities?
Pitching social media
The work has been done and the late nights are weighing heavily on your shoulders. But it's time to buck up - to pull it all together and wow your client. What do you do to impress? Is there a new art to pitching social media? And is it important to eat your own dog food? Or, if you’re from the PR side of the table, how are you pitching your client’s stories to social media’s influentials? Or are you using a different tactic?
Innovation and Execution
People make great claims for social media. Is it the long dreamed of silver bullet? Can the tools and techniques be harnessed to drive innovation? How can you take an idea or a strategy and make it work for your brand or your business? How do you move from idea to actual execution? What task or tool has social media eliminated or replaced? What do you predict it will eliminate in the future?
Identities, friends and trusted strangers
Many people are now living much of their lives online. Who do you call friend? How do you set boundaries or decide who to let into your circle of influence? How do you know who to trust when you can’t look them in the eyes? How do you define your own identity? What tools, techniques and sites do you find most useful in creating your online brand? How do offline meetings or conferences influence your online identity?
Here's a link list for all the authors. Check them out. Get to know them. Start a conversation with them. And get ready to get busy.