At Technobabble 2.0, Johnny Bentwood of Edelman posts White paper – distributed influence: quantifying the impact of social media, with a link to the .pdf of the document. The paper “is not written as a fait accompli but rather as a contribution to the conversation”, Johnny says, adding, “I welcome your thoughts and comments”. I have both, but also a bus to catch.
Meanwhile, here’s a brief one that should help: Publish the document in .html as well as .pdf. HTML is much easier to open, to quote, to source and to link to. It’s native to the Web (rather than just to printing, as is the case with .pdf). Toward Edelman’s purposes, it is also more social and influential.