Sample chapter worksheet from Chapter 3 of "Social Media for Engineers and Scientists," titled "You Are What You Produce."

1. Chapter
Worksheet
Number:
Three
Title:
You
Are
What
You
Produce
Big
Idea:
The
currency
of
the
age
of
Web
2.0
and
social
media
is
compelling
content,
which
requires
a
new,
right-­‐
brained
skill
set.
Theme
The
world
of
the
character
reacts
differently
than
expected,
more
powerfully
than
expected,
or
both.
This
creates
the
“gap.”
Controlling
Idea
(value
+
cause):
The
democratization
of
publishing
and
permeation
of
social
networks
meant
hat
first
impressions,
professional
reputations,
and
job
performance
are
increasingly
reliant
upon
and
delivered
through
digital
media
which
places
a
premium
on
their
effectiveness.
Inciting
Incident
(upsets
the
balance
of
forces):
Mass
amateurization
is
redefining
expectations.
Movement
Opening
Value:
Communication
channels
are
secured
by
gatekeepers.
Complications
(nothing
moves
forward
except
through
conflict)
Climax:
Woe
to
the
gatekeepers
(negative)
Complication:
Everything
is
a
niche
Action
=
Gatekeepers
no
longer
decide
“what’s
fit
to
print”
Reaction
=
Everyone
has
an
audience
Complication:
Eat
your
heart
out,
Guttenberg
Action
=
High
quality
content
creation
tools
are
free
or
inexpensive
Reaction
=
Everyone
owns
a
digital
printing
press
Complication:
Go
tell
it
on
the
mountain
Action
=
Free
publishing
platforms
(blogging,
social
media)
Reaction
=
Everyone
runs
a
publishing
house

2. Climax:
Trust
Agents
to
the
rescue
(positive)
Complication:
Make
your
own
game
Action
=
Chaos
(extinction
of
gatekeepers)
offers
oppotunity
Reaction
=
Become
remarkable
to
stand
out
Complication:
One
of
us
Action
=
Without
gatekeepers,
credibility
is
a
problem
Reaction
=
Empathy
and
genuineness
are
of
paramount
importance
Complication:
The
Archimedes
effect
Action
=
Social
networks
provide
wide
variety
of
tools
Reaction
=
Use
web
2.0
tools
to
extend
reach
and
magnify
self-­‐value
Complication:
Agent
zero
Action
=
Social
networks
connect
people
via
common
interests
Reaction
=
Whole
is
greater
than
sum
of
its
parts
Complication:
Human
artist
Action
=
Social
interaction
requires
empathy
Reaction
=
Communicating
begins
with
listening
Complication:
Build
an
army
Action
=
Collaboration
tools
provide
crowdsourcing
opportunities
Reaction
=
Use
social
network
collaboration
to
transform
ideas
into
innovation
and
innovation
into
change
Climax:
They
shoot
horses
don’t
they?
(negative)
Complication:
The
problem
with
presentations
Action
=
Schools
focus
on
most
prominent
medium
-­‐
writing
Reaction
=
Slides
contain
bullets
(words)
instead
of
visual
cues
Complication:
The
problem
with
documents
Action
=
Schools
focus
on
teaching
form
and
function
Reaction
=
Writing
is
stiff
and
boring,
lacking
storytelling
skills
Complication:
The
problem
with
spreadsheets
Action
=
Visual
design
Reaction
=
Writing
is
stiff
and
boring,
lacking
storytelling
skills
Closing
Value
Cost
and
access
have
been
removed
as
barriers
to
spreading
ideas.