topic of conversation - in the broadest sense. As an internet publisher I engage in a conversation with many thousands of visitors each day. Marketing managersm Journalists all have conversations with the audiences they try to reach. And the audience tries to start conversations with brands and companies - sometimes even succeeding. Mainstream media, the web, blogs, PR professionals, everyone is part of the conversation :) I got the book from a friend, at just the right time. It was very helpful in figuring out how communication is changing in the information age. The origin is simple; Editors Gavin Heaton and Drew McLellan challenged bloggers around the world to contribute one page -- 400 words -- on the topic of the conversation. Over a 100 responded, and this book is the result. It is a stunning effort, and I recommend it warmly. I gave my first copy away and bought a couple more. Currently I have one left. I cherish it. This book was written collaboratively by 103 authors scattered all over the world. It provides a wealth and variety of insights about conversational marketing (social media) from an incredible breadth of perspectives. Lots of gems here. I think it's the 103 different views that I find most valuable. All the authors are writing with the same basic ideas in mind, yet their own experiences and personalities create stories and lessons that approach the subject in a different way.