Everyday we communicate with people, and when we're not directly talking about our "big idea," it's still reflected in what we say (and often do). As we use sites like Twitter and Flickr, other people are getting a sense of what and how we think about things. This either leads them toward our content, or away from it.
Business Week had a great article about how publishers could learn from this, and offers a few specifics to follow. The one that particularly jumped out at me is "Go electronic from the get-go." Yikes. Authors everywhere will read this and cringe at what might have happened (or will happen) to their manuscript. But it's another indicator that this isn't all about publishers, or authors, or someone else. It's about all of us. The more each of us do to help, the more we look at how communication effects and enhances content, the better.