The Main Points

Chapter 6 took a very practical look at how to “manage” social media. No, you don’t manage the social web directly—you couldn’t if you tried. Instead, you dig in to each place where you create a talk-worthy experience and then make sure that the talk generated is what you want. Chapter 6 covered the following points:

• Touchpoint analysis leads to an understanding of the core elements of the experiences that will be talked about on the social web in conversations relating to your brand, product, or service.
• The touchpoint map is a systematic representation that quantifies the contribution and performance of individual touchpoints.