There are a lot of explanations of consequentialism and utilitarianism out there, but not a lot of persuasive essays trying to convert people. I would like to fill that gap with a pro-consequentialist FAQ. The target audience is people who are intelligent but may not have a strong philosophy background or have thought about this matter too much before (ie it's not intended to solve every single problem or be up to the usual standards of discussion on LW).
I have a draft up at http://www.raikoth.net/consequentialism.html (yes, I have since realized the background is horrible, and changing it is on my list of things to do). Feedback would be appreciated, especially from non-consequentialists and non-philosophers since they're the target audience.
The answer is the aggregate of some function for all suitable agents, but that function needn't itself be a decision-theoretic utility function. It can be something else, like pleasure minus pain or even pleasure-not-derived-from-murder minus pain.
Ah, I was equating preference utilitarianism with utilitarianism.
I still think that calling yourself a utilitarian can be dangerous if only because it instantly calls to mind a list of stock objects (in some interlocutors) that just don't apply given EY's metaethics. It may be worth sticking to the terminology despite the cost though.