Chapter 10 is called Next Steps. It outlines some questions that marketers need to ask before joining the conversation and looks at where the whole trend is going, particularly in regards to the role of mainstream media as an influence and marketing medium.

I had intended for this to be the last chapter, but I’ve become fascinated with viral marketing and so am putting together a short chapter on that subject. However, the book is basically complete at this point. I’ll continue to welcome comments until October 1, when my publisher takes control. Thanks for all the feedback you’ve given me so far. It’s been enormously helpful.