我协助林总将“社会化媒体的95条军规”翻译完了，希望能给大家点启发！红色部分是我翻译的，请大家多多指教！
PS：蓝色的译文，是我觉得不太妥当的部分，请大家给我些建议。
1. Markets are conversations. 市场就是对话
2. Markets consist of human beings, not demographic sectors. 市场是由人构成的，不是由统计区间
3. Conversations among human beings sound human. They are conducted in a human voice. 人与人的对话“声音”。
4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. 无论是传递信息、意见、观察、争论、还是笑话，人类的声音都是开放的、自然的、未计划的。
5. People recognize each other as such from the sound of this voice. 人们通过“声音”而互相识别。
6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 互联网使得人与人之间的、在大众媒体时代不可能的简单对话，成为了可能。
7. Hyperlinks subvert hierarchy. 超链接破坏等级制度。
8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. 无论是以互联网为基础的市场，还是以内联网为基础的员工，人们以一种强有力的新方式说话。
9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 这种“网络对话”使得强有力的、新型的社会化组织和知识交易平台出现。
10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. 结果，市场正变得更灵活，更广博，和更组织化。加入一个网络市场，人们将根本性地改变自身。
11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. 网络市场中的人们已经领悟到，他们得到了远比从卖主那里获得的更丰富的信息，更好的支持。如此多的公司在说着增加商品价值的虚夸之辞。
12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 没有秘密。网络市场比企业更了解他们自已的产品。而且无论好坏，市场将信息“告诉”每一个人。
13. What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two. 发生在市场中的事情，也会发生在员工当中。一则形而上的训条就是“公司就是两个人之间的事。”
14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. 企业与新的网络对话看法不同。对于他们预期的在线受众而言，企业显得虚伪，无聊，甚至是无人性。
15. In just a few more years, the current homogenized "voice" of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court. 仅仅几年之后，现在单一化的商业之“声”--- 企业的宗旨、言辞以及宣传手册 --- 将像18世纪的法语一样做作，不自然。
16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. 进行狗马秀的公司将无法与任何人进行交流。有社会化网络是盛大表演观点的公司现在已经不再谈起了。
17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. 企业如果假定在线市场和他们以后以前在电视屏幕前看自己的广告的那个市场一样，那就是自己骗自己。
18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. 企业如果没有意识到他们现在的市场就是网络化的“P2P”市场、并且更加“聪明”，就是错失良机。
19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. 企业现在已有能力同他们的市场直接对话。如果他们搞砸了，这将是他们最后的机会。
20. Companies need to realize their markets are often laughing. At them. 企业需要认识到，他们的受众一直都带着笑。笑他们。
21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. 企业需要放松，对待自己要求放松些。企业得有点幽默感。
22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. 幽默感并不意味着在企业的网站上发些玩笑。相反，它要求足够的重视，些许谦逊，直率的交谈和真诚的观点。
23. Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about. 试图为自身定位的公司需要一个清晰的定位，这个定位最好与他们的真正感兴趣的市场相关。
24. Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position. 大肆鼓吹——“我们定位于成为XYZ的卓越供应商”——并不能构建其地位。
25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. 企业应当走同他们的象牙塔，去和他们希望建立关系的人交流。
26. Public Relations does not relate to the public. Companies are deeply afraid of their markets. 公共关系与公众无关。企业深深担心着他们的市场。
27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. 他们用冷漠，无趣，傲慢的腔调说话，来防止受到市场的牵制。
28. Most marketing programs are based on the fear that the market might see what's really going on inside the company. 大多数营销计划都建立在某种担忧之上，那就是，市场可能会看清公司内部到底是怎么回事。
29. Elvis said it best: "We can't go on together with suspicious minds.Elvis 讲的最好：“我们不能带着怀疑的心思是无法集聚在一起的。”
30. Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. 品牌忠诚度是固定对象的具体形式，但是忠诚的破裂是不可避免的，并且来得更为迅猛。因为他们是网络化的，灵活的市场能够以闪电般的速度重构关系。
31. Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch. Your own "downsizing initiatives" taught us to ask the question: "Loyalty? What's that?" 网络市场能够一夜之间改变供应商。网络知识工作者能一顿饭的功夫就更换雇主。你自己正在减小的主动权教会我们质疑：“忠诚度？忠诚度是什么？”
32. Smart markets will find suppliers who speak their own language.
灵活的市场将找到以同样腔调进行谈话的供应商。
33. Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference. 学习用人性之声交谈不是客厅诡计。这不可能在正式会议上学到。
34. To speak with a human voice, companies must share the concerns of their communities. 用人性之声来谈话，企业必须参与其所在社会所关注之事。
35. But first, they must belong to a community. 但是首先，他们一定要归属于社会。。
36. Companies must ask themselves where their corporate cultures end. 企业必须自问企业文化终于何处？
37. If their cultures end before the community begins, they will have no market. 如果在社会开启之前，其文化即已终结，那么他们将不会有市场。
38. Human communities are based on discourse—on human speech about human concerns. 人类群落基于交谈之上—基于人类自身利益的交谈之上。
39. The community of discourse is the market. 会话群体即市场。
40. Companies that do not belong to a community of discourse will die. 不属于任何话语群体的企业将走向灭亡。
41. Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own market and workforce. 企业迷信安全，但是这很大程度上是遮眼法。大多数企业在防范其自身的市场和劳动力，而不是竞争者。
42. As with networked markets, people are also talking to each other directly inside the company—and not just about rules and regulations, boardroom directives, bottom lines. 在网络化市场上，人们也相互交谈，直接谈及公司内部——并非谈论规章制度、会议指示或账本底线。
43. Such conversations are taking place today on corporate intranets. But only when the conditions are right. 今天，这些会话已开始蔓延到企业内部，但只有环境合适时才会发生。
44. Companies typically install intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore. 企业构建组织严密的企业内部网络，以分配人力资源政策和其它企业信息。这些是工人们竭力回避的。
45. Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. 企业内部网自然会招致厌烦。最好的方式是反过来，每个员工共同构建更具价值的体系——一个内部网络性的企业会话系统。
46. A healthy intranet organizes workers in many meanings of the word. Its effect is more radical than the agenda of any union. 一个健康的企业内部网应当在社会一次的多重含义上组织工人。其作用要比任何的联合议程都更具根本性。
47. While this scares companies witless, they also depend heavily on open intranets to generate and share critical knowledge. They need to resist the urge to "improve" or control these networked conversations. 这吓出了企业的无知，他们也在很大程度上依赖于开放的内部网络来产生和分享批判性知识。他们必须克制“改善”或控制这些网络性会话的欲望。
48. When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked marketplace. 当企业内部互联网不再为恐惧和法规所限制时，那种他们所鼓励1的会话方式将非常接近网络化市场上的会话。
49. Org charts worked in an older economy where plans could be fully understood from atop steep management pyramids and detailed work orders could be handed down from on high. 更古老的经济体系下的组织结构图中，计划全是自上而下的不合理的管理等级制度和琐碎的工作指令。
50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority. 今天，组织结构图是超链接，而不是等级制度。尊重 第一手知识超过尊重抽象的经典。
51. Command-and-control management styles both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia. 命令与控制型管理体系源自且助长了官僚作风，助长了权利犯罪和一种全面的偏执狂文化。
52. Paranoia kills conversation. That's its point. But lack of open conversation kills companies. 偏执狂毁灭了会话。这是其本质。但是开放会话的缺失毁灭了企业。
53. There are two conversations going on. One inside the company. One with the market. 有两种对话，一个在公司内，一个在市场中。
54. In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be traced to obsolete notions of command and control. 大多数情形下，这两种会话都无法很好进行。而其失败的原因总能上溯到命令与控制的过时观念。
55. As policy, these notions are poisonous. As tools, they are broken. Command and control are met with hostility by intranetworked knowledge workers and generate distrust in internetworked markets. 作为政策，这些观念是极具毒害性的。作为工具，它们是破坏性的。当命令与控制同企业内部网络性知识工人的敌意遭遇，将引发对互联网市场的不信任。
56. These two conversations want to talk to each other. They are speaking the same language. They recognize each other's voices. 这两种会话希望能彼此交流。他们说着同样的语言。他们可识别彼此的声音。
57. Smart companies will get out of the way and help the inevitable to happen sooner.
58. If willingness to get out of the way is taken as a measure of IQ, then very few companies have yet wised up. 如果用逃避的自发性来衡量智商，那么只有极少数公司合格。
59. However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting. 但在此刻，成千上万的人们都下意识地上网查看企业；这同法律虚构并无差别，并且会极力阻碍这些会话的进行。
60. This is suicidal. Markets want to talk to companies. 这是自取灭亡。市场想与企业对话。
61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a smokescreen of hucksterism, of language that rings false—and often is. 悲哀的是，作为网络性市场想欲与之对话的一方，企业通常躲藏在小商贩主义的烟幕之后，他们的言语是虚假的——通常都是如此。
62. Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall. 市场不想与宣传员和小贩对话。它们希望参与在企业的防火墙后进行的会话。
63. De-cloaking, getting personal: We are those markets. We want to talk to you. 欺诈少些，个性化多些；我们是那些市场。我们想和你们对话。
64. We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance. 我们想了解你们的企业信息，你们的计划以及战略，你们最好的见解，你们的真知。我们不会满足于四种色彩的宣传手册，不会满足于网站缺少实质性内容，尽是华丽无用的东西。
65. We're also the workers who make your companies go. We want to talk to customers directly in our own voices, not in platitudes written into a script. 我们也是那些使你们企业得以运转的工人。我们想要用我们自己的声音直接同顾客对话，而不是用稿子上的陈词滥调。
66. As markets, as workers, both of us are sick to death of getting our information by remote control. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other? 作为你的市场，作为工人，我们对遥控我们的信息深恶痛绝。为什么我们得用姓名不详的年度报告和第三手的市场研究报告来彼此引见呢？
67. As markets, as workers, we wonder why you're not listening. You seem to be speaking a different language. 作为你的市场，作为工人，我们想知道你们为什么听不进去。好像我们在用一种不同的语言对你们讲话。
68. The inflated self-important jargon you sling around—in the press, at your conferences—what's that got to do with us? 你们用夸张自大的行话四处造势——在新闻媒体，在你们的会议上——那还要我们干什么呢？
69. Maybe you're impressing your investors. Maybe you're impressing Wall Street. You're not impressing us. 也许你们正在吸引你们的投资者的注意。也许你们正在吸引华尔街的眼球。你们没有吸引我们的注意。
70. If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did, they wouldn't let you talk that way. 如果你们不注意我们，你们的投资者们也会投资失败。他们不明白这一点吗？如果他们明白，他们是不会让你们以那种方式来谈话的。
71. Your tired notions of "the market" make our eyes glaze over. We don't recognize ourselves in your projections—perhaps because we know we're already elsewhere. 你们陈腐的“市场”观念让我们毫无兴趣。在你们的计划中，我们无法自我认可——可能是因为我们知道，我们已被弃在别处了。
72. We like this new marketplace much better. In fact, we are creating it. 我们更喜欢这个新的市场。事实上，我们正创造着它。
73. You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel! 这是我们的世界，你们是被邀请来的。在门前脱下你们的鞋。如果你想和我们做交易，就别摆架子！
74. We are immune to advertising. Just forget it. 我们对广告有免疫力，忘了它吧！
75. If you want us to talk to you, tell us something. Make it something interesting for a change. 如果你们想要同我们对话，告诉我们一些事情吧。请变换一下，使之有趣一点。
76. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute? 对于你们，我们也有些了解——一些我们需要的新工具，一些更好的服务。都是我们愿意支付的产品。给我们一分钟吧？
77. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe. 你太忙于“做生意”而不能回复我们电子邮件？唉，糟了，对不起，快些，我们一会回来。也许吧。
78. You want us to pay? We want you to pay attention. 你们想让我们付钱吗？我们希望得到你们的关注。
79. We want you to drop your trip, come out of your neurotic self-involvement, join the party. 我们希望你放弃你的行程，从你神经质般的自我折磨中解脱出来，加入我们的聚会吧。
80. Don't worry, you can still make money. That is, as long as it's not the only thing on your mind. 别担心，你仍然可以赚钱。更确切地说，只要你不唯利是图。
81. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about? 你注意到了吗，从本质上讲，金钱是单调且乏味的东西。那我们还能谈它做什么呢？
82. Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes no sense. We'd like to have a chat with your CEO. What do you mean she's not in? 你的产品一文不名。为什么？我们想问问那些制造它们的家伙。你们的公司战略没有任何意义。我们想和你们的CEO谈谈。“她不在”，这是什么意思？
83. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. 我们只希望你能像对待一位来自《华尔街日报》记者的那样，认真对待我们中的五千万人。
84. We know some people from your company. They're pretty cool online. Do you have any more like that you're hiding? Can they come out and play? 我们认识你们公司的一些人。他们在网上真得很酷。你们还隐藏什么了吗？它们能发布出来，一起玩吗？
85. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. 当我们有疑问时，我们会相互求助寻求答案。如果你们没对“你们的人”实行严格的限制，或许他们也在我们寻求答案的对象之中。
86. When we're not busy being your "target market," many of us are your people. We'd rather be talking to friends online than watching the clock. That would get your name around better than your entire million dollar web site. But you tell us speaking to the market is Marketing's job. 我们并不忙于成为你们的“目标市场”，我们中的许多人都是你们的人。与其看时间流走，我们更愿意和朋友在线交谈。比起去到你们花了百万巨资打造的网站，那样更能摸清你们的底细。但是你们告诉我们，与市场对话只是营销部门的工作而已。
87. We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to think we're holding our breath. 如果你明白了这里所发生的一切，我们将会高兴。那实在是太好了。但是如果你以为我们在屏息以待，那就大错特错了。
88. We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom? 比起担忧你们是否会及时改变来为我们做出最大的努力，我们有更好的事情要做。商业只是我们生活的一部分。也许对于你它是你的全部。不妨想想：谁需要谁？
89. We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with. 我们具有真正的力量，我们深知这一点。如果你无法完全领会，其它机构将会介入，他们将更专注、更有趣、更好玩。
90. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing. 即使再糟糕，我们新建的会话都比大多数贸易展览要有趣得多，也比电视连续剧更令人愉快，而且一定比我们在公司网站上所看到的更为逼真。
91. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future. 我们只对自己人忠诚——我们的朋友，我们的新伙伴以及熟人，甚至我们斗气的冤家。不参与世界的企业也将丧失未来。
92. Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb ticking? The stakes are even higher. 企业们在千年虫问题中损失了成十上百亿美元。为什么他们听不到市场这枚定时炸弹的滴答声呢？这次危机甚至更为严重。
93. We're both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work from both sides to take them down. 我们既在企业内部，又处于其外围。今天，那些隔离我们会话的边界正如柏林墙一样，但他们真的只是一个烦扰。我们知道他们正在倒塌。我们打算从两侧入手，将它们完全推到。
94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down. 对传统企业而言，网络性会话可能看上去让人有些困惑，听起来使人糊涂。我们比他们组织得要快。我们有更好的工具、更多的新观念，没有条例使我们放缓速度。
95. We are waking up and linking to each other. We are watching. But we are not waiting. 我们醒了，我们互联链接。我们在观察，但我们没有在等待！