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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 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 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.