Brand yourself in thirty seconds is the promise made in one post, and it sets the terms for everything around it. The argument running underneath is that being findable matters less than being distinguishable, and that a person with a clear brand gets approached instead of doing all the approaching.
The social material treats viral spread as something you engineer rather than something you hope for. The posts list five questions worth answering before launching anything meant to travel, walk through campaigns that genuinely did travel, and name three blogging mistakes that quietly stop people passing you along at all.
A further run explains what the social web changed underneath all of that: communities forming around shared interests, word of mouth turning into the advertising, and keyword ideas coming out of conversations people are already having rather than out of a tool.
Ten posts, and they overlap, so you do not need every one. Take the branding and viral pieces together and leave the general overviews unless you want the background filled in.