Jonathan Trenn sees the insidiousness in Facebook Beacon. Check out why he thinks that Facebook Beacon might just be a little sinister and how Beacon isn't really in your best interest,

"Beacon potentially violates the relationships that we form online. Ones that we in social media marketer so often say are built on trust and respect. Oddly, this happens with the retailer’s involvement. Facebook could easily come off as intruding into that relationship. This shouldn’t be underestimated. In a time that we’re talking about 'listening' we’re talking respect." Via Marketing Conversation and Memes.org

In Abraham Harrison LLC lingo, we would call the "tracking online chatter" executing an Online Conversation Audit and then maintaining ongoing online intelligence-gathering and analysis.

Online conversation needs to flow. It is responsive and organic. When preparing for a conversation, an interview, or a debate, talking points are more flexible than preparing a script.

Engaging in online conversation as a member of an online community requires your language, delivery, humor, and tone to mirror that of the community. When in Rome, do as the Romans do.