The Main Points

Chapter 8 is the first to start pulling concepts and practices together, the first of the chapters where you actually start building your plan. Chapter 8 covered the following points:

• Social media is most different from traditional media in that it lacks the option to force an interruption. Your message has to be invited in.
• Social media is fundamentally measurable.
• Social media can be organized as follows:
  • Platforms: This includes social networks along with white-label community tools and discussion forums.
  • Content: This includes ratings, reviews, photos, videos, podcasts, and similar content that is created and shared on the social web.
  • Interactions: This includes the little bits of information that flow around through feeds, email, and SMS that tell participants what is going on around them.