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Chapter 11 Summary: 1) The first thing your company should do is a New Media Audit 2) Listening is low risk 3) Measure everything 4) Analyze the data 5) Develop a New Media Plan 6) Create a content creation engine 7) Seek first to help in your online communities 8) Adjust your plan accordingly.

Chapter 10 Summary: Chapter 10 Summary: 1) Most companies put more emphasis on data collection than analysis 2) New Media is not only measurable; it is by far more measurable than the media that came before it. 3) New Media seeks a small, targeted audience as opposed to large general one. 4) Most marketers still don’t understand New Media measurements. 5) RSS causes your Web hits to go down, but your qualified audience to go up. 6) Memes grow audiences 7) Some Web metrics, such as acceleration (comment-to-post ratios) are public, thus can be used for competitive analysis.

Chapter 09 Summary: 1) Online publications have the power to spread public relations nightmares overnight. 2) Traditional PR response mechanisms may be too slow to respond to such situations. 3) New Media technologies such as Twitter offer real-time response capabilities. 4) Companies must prepare for such situations by authorizing employees to speak on the company’s behalf.

Chapter 08 Summary: 1) New Media requires cross-organizational skills. 2) Executives should prepare for political moves to control New Media within the corporation. 3) The professionals may not be the best place to start looking for corporate content creators. 4) Competitive advantage awaits those companies who can hire employees with online content creation skills. 5) Companies can both benefit and suffer from the popularity of their employee content creators

Chapter 07 Summary: 1) New Media channels need new content. 2) Good content tops the results of search engines. 3) Blogs are inherently built for Search Engine Optimization. 4)The narrower the topic, the deeper the audience. 5) Online content creators are a special breed. 6) Google loves blogs.

Chapter 06 Summary: 1) Employees attempting to use New Media can be categorized three ways: “Get-Its,” “Running with Scissors,” and the “Traditionals.” 2) Executives must understand the motivations of each group in order to make informed decisions. 3) There are many objections to the use of New Media, such as ROI, professionalism, and measurement. All must be understood before using New Media technologies.

Chapter 05 Summary: 1) Old communications rules don’t work with new media channels. 2) New content creators are challenging the rules of traditional content creators such as journalists and marketing and public relations professionals. 3) Trust through transparency is the most important aspect of online content.

Chapter 04 Summary: Chapter Summary: 1) It’s not what you say about your company—it’s what Google says about it. 2) There is no such think as brand control anymore—there is only brand influence. 3) Consumers have access to the same communications technologies as companies. Therefore, they can now talk brands to a worldwide audience and there is nothing that companies can do to stop it. 4) User-generated content has positive as well as negative repercussions for companies. 5) New Media can level the playing filed between large and small companies.

Chapter 03 Summary: Chapter Summary: 1) Companies need to adopt New Media technologies to publish their own content. 2) Blogs offer a way for companies to create their own text-based publications. 3) Podcasts and online video offer a way for companies to add audio and video to their message-delivering capabilities. 4) Using participation channels such as Facebook and Twitter, companies have new ways to interact with their customers.

Chapter 02 Summary: 1) New Media technologies fall into three categories: listening, talking, and participating 2) New Media technologies are frequently free of charge 3) Listening technologies, such as an RSS Reader, can help keep your e-mail inbox clean of clutter 4) RSS (the ability to syndicate content) is the building block of your New Media listening strategy

Chapter 01 Summary: 1) New online technologies have initiated an inverse in the Economics of Influence—offering new ways for companies to deliver their messages to the marketplace. 2) In addition to advertising and public relations, companies now have a third option by which to deliver their content—via New Media tools such as blogs, podcasts, and syndication of content via RSS. 3) The marketing and PR techniques that worked so well in the old media channels don’t necessarily work in New Media channels. 4) Strong management is required to make a smooth transition to New Media channels.