"Defining the Conversation Before opening yourself up to the conversation, before engaging outside, start with who you really are, what you as an organization really believe in, and what gets you out of bed in the morning. Forget mission and vision statements. These are banal at best. Forget ‘shareholder value’ — No one ever got out of bed for increased shareholder value (but if you have something powerful to drive you, you have a better chance of creating plenty of it). Instead understand what you believe in and really can deliver, articulate this ethos simply so that everyone in your organization can understand it, place it firmly at the heart of your brand, and drive it through both your operations and your culture in everything that you do. Then, and only then, should you engage in the wider conversation. With a clear sense of internal purpose and direction you stand a much better chance of using social media and online conversation as a source of competitive advantage rather than disadvantag" - Alan Edgett from Bookmarklet