The Wadds and Earl book project is past the half-way point. More soon, as contributors are being lined up from media firms and other notorious corners of our trade.

In the meantime, a taste of the most recent chapter I’ve written: the perils brands now have in engaging in conversation over two-way media.

The audience can now answer back. And often it wants to do just that. Most brands realise they need to wade in, but face lots of decisions in doing so:

- Who will converse, given everyone can conceivably be a spokesperson now?
- How can you sort blatant brand-baiting from more meaningful engagement?
- Keeping your pecker up in difficult conversations
- Everyone may be watching you: what does that really mean?
- How to ascertain what chatter matters

We’ve got a name for it now too. It is quite a striking one.