This most easily translates into the PR and marketing approach needed to interest and then sell to individuals using the sites such as Twitter, Facebook, LinkedIn or Bebo, where they gather to then funnel or lure them to your website.

The other reason, of course, is that in itself, the book is that perfect example of enterprise social technology using crowd sourcing. It has its ideas merchant and aggregator Scott Klossosky, (CEO of three successful companies, and writer of books published not only with Greenlead Book Group Press, but also by McGraw Hill.)

It gives the 11 authors each with their expertise, biographies and photographs and allows project manager, Corey Travis to explain how this particular publishing venture worked.

Finally, of course, is that this is a book that does what it says it does. It is full of its own PR, marketing and selling. It is enterprise social technology, just as Chicago is rumoured to achieve with the pig, selling it all, even the squeal to recording studios! It's worth buying the book just to see how it sets to work on its own publicity with promotional bounty offers. For those who want to move in US markets, this is a must.

One of the best of those bouty offers is undoubtedly "Get Webster's to add social technology as a term $5,000. Method for claiming it: Press release by Webster's that makes the announcement."

There are 14 chapters that move from setting social technology goals, assembling the team, governance policies and importantly integrating social technology with your website.

The importance of building an information river, the integration social tech tools into sales, on-line reputation management and implementing crowd sourcing come next.

Finally the ROI measurement process, assembly of an organisation's social tools, developing pilot projects, security and regulation and implementing strategies for the 12-step process are considered.

There are a lot of fascinating niches. The start to one chapter runs: "Anyone who has experienced childhood in rural India may recall the town criers." Well anyone who experienced childhood in rural  Scotland may recall the Town Crier and you can still find John Smith currently as the Town Crier of Kilwinning in Ayrshire. Seems some methods of communicating are very simply global.

One of the more illuminating chapters is undoubtedly Developing pilot projects. For example where secondary markets can raise their head, as the product, a cleaning tissue for infants is doing well in Florida, not noted for its infant population, so who and why is buying the tissue? It turns out it's elderly women using them to remove makeup from sensitive skin and suggested that  using an eWOM (groan) e-Word of Mouth project would survey interest in a repackaged product.

Hey, did Avon ever do that to the face cream that was the perfect West coast of Scotland mosquito repellent?

The other ponder-worthy chapter is the Future of Social Technologies subjected to 'high beam leadership." (Yes, that's for sale too!)

The ten are:

• Social Tech standard will improve ease of use
• Usage rates will soar
• Connection addiction will seem normal
• A centralised communications control system will emerge
• Location based connections will change how we network
• Immersive real time information flow will change everything
• Crowd sourcing will explode and change social dynamics
• Ability to rate people will cause havoc, then harmony
• Virtual worlds scheduled to make a comeback
• Game dynamics move into the real world i.e. the methodology for grabbing someone's attention and keeping that person engaged

Well, Colin Macdonald, ex Realtime Worlds, would claim that's here now.

There's actually only one really disappointing aspect to the Enterprise Social Technology book. (They really do think too digital sometimes!) That is it has  no index.

This reviewer, having been an indexer (with cards pre-computer) of such mighty journals as Motorship,
knows it's one of those invaluable features for those who want to get at key information, without having to skim a whole book.

Those who still feel they want to publish factual paper books rather than novels, should not overlook their easy to do digitally indexes!

(I might just be crowd sourceable for that, if the subject was interesting enough.)

I mean, take the Intel case study on page 73. Suspect that as this is in Kindle and iPad e-book from Amazon and Barnes & Noble, you might even get even the mighty Intel to put a small "Intel Inside" on just that page!

Hey another revenue stream!!

Enterprise Social Technology. Helping organizations harness the power of Social Media, Social Networking, Social Relevance.  Scott Klososky. Greenleaf Book Group Press. Crowdscribed. 277pgs. RRP Hardback £12.50.