Social networking - either you love it or you hate it. Either you 'get it' or you're left mystified. The online gurus Chris Brogan and Julien Smith aim to make social media pay for you with their 'equation', which is Impact = C x (R+E+A+T+E) - but more on that later. Their book is "about getting a larger audience to see and act upon your ideas and learning how to build a community around that experience to take it all to an even higher level".
It's about getting a message out there - about your charity or your work - that reaches the right people and gets them talking about you. Brogan and Smith concentrate on the principle of sharing ideas rather than getting hung up on the platform, whether that's Twitter, Google+ or Facebook. What makes someone connect with the idea of a stranger?
This is where the Impact Equation comes in. To explain: C is Contrast (which strikes people as remarkable); R is Reach (the number of people you connect with); E is Exposure (how often you connect with them); A is Articulation (how clearly you explain your idea); T is Trust; and E is Echo (the feeling of connection you give your reader). Get the mix right and the message will get heard.
Emma De Vita is books editor of Management Today