The document discusses various strategies for brands to engage with social media and online conversations in a positive way. It recommends appointing a "conversation department" to listen to online discussions, clarify information, and represent the brand without trying to control the conversation. It also emphasizes adding value to communities, avoiding false identities, and envisioning the social web as an interactive space for shared knowledge rather than a one-way channel.

1. The Last Word Steve Hall Adrants

6. Not the only method. Worth considering

8. It’s Easy (To Get Confused)

10. It’s Easy (To Be An Idiot) “Coke paying for blogging is no different than Coke paying 'Street Teams' to sample product. Both groups are paid for conveying a new and/or positive message about the product. Paid bloggers can be viewed as the online form of 'Street Teams'...you just can't see them live!” - Adrants commenter is reaction to Coke i9 blogging effort. http://www.adrants.com/2008/07/cokes-i9-blogger-outreach-program.php