Taking advantage of the opportunity to join in the great conversation isn’t without its problems. If there are restrictions on your budget, headcount and time then it may be difficult for you to find the relevant people to help you extend your network. In this chapter we will talk about engaging the right types of people to help you propagate your message, the sorts of rewards that motivate these people and how you can get them to become your advocates. We will have a look at the different behaviours of different age groups on social networking sites and how they engage with their peers. We will see how different ways of sharing data have evolved and the potential for community and enterprise mashups to be put to good ...

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