Includes bibliographical references and index.

Machine generated contents note: 1.The web is changing -- How the web is changing -- Why the web is changing -- Why the social web is important to your business -- Summary -- Further reading -- 2.How and why we communicate with others -- Why we talk -- What we talk about -- Who we talk to -- Summary -- Further reading -- 3.How we're connected influences us -- The structure of our social network -- People naturally form groups -- Social network structure changes how we're influenced -- Summary -- Further reading -- 4.How our relationships influence us -- Relationship types and patterns -- Strong ties -- Weak ties -- How relationships change -- Summary -- Further reading -- 5.The myth of the "influentials" -- Highly connected does not mean highly influential -- Ideas often spread because people are influenceable -- How hubs spread ideas -- Summary -- Further reading -- 6.We are influenced by what is around us -- Social proof -- Influence Within Groups -- Influence within our extended network -- How experts exert influence -- Summary -- Further reading -- 7.How our brain influences us -- We are not rational thinkers -- Most of our behavior is driven by our nonconscious brain -- Our memory is highly unreliable -- Summary -- Further reading -- 8.How our biases influence us -- Other people bias us -- Our perception of value biases us -- Our habits bias us -- Environmental cues bias us -- Summary -- Further reading -- 9.Marketing and advertising on the social web -- The problems facing interruption marketing -- The rise of permission marketing and word of mouth -- Building trust and credibility -- Summary -- Further reading -- 10.Conclusion -- The social web today -- The next few years.