Today’s re-reading assignment

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.

Via Hugh.


  1. Jonny Bentwood’s avatar

    Giid idea. I will update the white paper so that it is published in html too.

    Your ideas were brought up in the roundtable and I have referenced you in the document as well. Look forward to continuing the discussion with you through 2008.


  2. Don Marti’s avatar

    Good quote from Richard Edelman: “corporations can’t buy reputation or brand loyalty any more. These are earned through performance over the long-term”.

    Becoming a blog-friendly company by chattering on blogs is like becoming a cat person by clawing your own couch and crapping in a litter box. You have to give the bloggers something to chat about.

  3. Social media white paper: contents and links to individual sections « Technobabble 2.0’s avatar

    […] I published the social media white paper, a few people (such as Doc Searls and Sean Bohan) have recommended that I republish this document in html and into a series of blog […]

  4. Jonny Bentwood’s avatar


    Just to let you know that I have repubished the white paper in html – this link takes you to the different sections.

    Thanks again for the suggestion.

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