In my introduction to using the social web - which I should have put the sign "work in progress" on, but have now gone over and added more links/ edited for clarity - I only thouched very lightly on the all important issue of rules of engagement online (towards the end), describing briefly, with what I believe to be Adriana's words, how the web is a conversation, and behaving like an institution is bound to fail.

Perhaps I didn't say the latter, but this presentation by Adriana explains the new rules of engagement brilliantly - MUCH more in-depth, and much better than what I could. Incidentally, if the estimable Astrid Meland (just added to my blogroll) is looking for a corporate bullshit-talk generator, though she is doing very well in that department herself in this post (in Norwegian), at least much to my amusement, this presentation is worth checking out: