Chapter 1: What’s All This Noise About?

The surprising shift to customer-generated content --- How smart companies are using blogs, wikis and other content from customers -- Big mistakes and big successes -- examples of how to do it right, and how to do it wrong -- how to use this book to be one of the winners.
Real-World Report: Virtual Tourist

Chapter 2: The Costs Of Free Content

Why content you get for free isn't -- the risks of customer built content -- determining your intellectual property strategy -- setting limits, and sticking to them -- creating your budget for building and running online content -- consultants, contractors, vendors and other scary things.
Real-World Report: Amazon Customer Reviews

Chapter 3: Amateurs Can’t Read Blueprints

How to embarrass your company and yourself -- finding good talent to make you shine -- if you don't have goals, declare success right now -- creating a basic plan -- deciding between gold, silver and bronze -- getting your permits in order, before you build that castle.
Real-World Report: Scobelizer Blog

Chapter 4: You Can’t Handle The Truth...

Your customers (and users) have opinions -- the quickest way to find your weakness -- turning critics into raving fans -- parsing comments for golden nuggets -- controlling piling on -- showing that you listen, and respond -- no pr types allowed here.
Real-World Report: Wikipedia

Chapter 5: Ten Steps To Failing Big

Let's run this past marketing and pr -- someone needs to keep this on message -- make sure that you correct any false perceptions -- we just need to educate them -- getting our message out there -- whoops! The CEO found out -- let's take it out of context and use it -- time to pull the plug.
Real-World Report: Microsoft.com Communities

Chapter 6: Minding Your Garden

Time to moderate the comments -- pruning the suckers -- let's plant some special seeds -- no need to support this -- blog that and you're fired -- if you are supposed to have opinions, we'll supply them for you -- we didn't want this to be so successful.
Real-World Report: Epinions

Chapter 7: Bringing It All Together

Planning where to start -- elephant consuption by small bites -- your mom told you there'd be days like this -- disaster planning -- everybody's got an opinion -- plan for success -- plan for being overwhelmed -- using the pros -- spreading out the weight --
Real-World Report: Intro Networks

Chapter 8: Simple Steps To Get Started

Identify your talent -- what's in the garden already -- talk to your customers -- first baby steps -- it's a good thing if nobody notices -- building a library of content -- seeding the clouds -- ideas can be rented but not stolen -- getting noticed on a large scale -- keeping the ball rolling.
Real-World Report: LA Times Wikitorials

Endnotes

Appendix

Index