The last part of the book is a manual for this, but it is certainly not a step-by-step checklist. The fourth part of the book disappointed me a bit. This was certainly not because it was poorly written or because it was incorrect, but this was more because expectations of this part of the book were too high. In the first chapters, Steven regularly referred to this part, "We will come back to this in more detail later" . In my opinion, this gives the impression that all operational problems are solved in this fourth part, but it remains primarily a visionary and therefore a strategic story. So do not expect any references to ready-made software solutions for, for example, a social media dashboard or a community in this book, the book mainly makes you think about why you should consider these matters.
Although you might initially suspect otherwise when reading the title of this book, afghanistan phone number list this is certainly not a book that is primarily focused on social media. The book distinguishes itself by considering social media an important tool, but the vision of a Conversation Company goes much further. A Conversation Company is concerned with every contact moment with the consumer and Steven's vision makes you aware of the underutilized conversation potential that these contact moments have.
In this book, Steven takes a hard line with marketers who only follow checklists. That created a bond between Steven and me, because that is something that can make me very angry too. I always describe it as tick-box behavior , he describes it as checklist marketers . But we both hate marketers who create a Facebook page or YouTube channel and then do too little (one-way traffic) or even nothing at all with it. The Conversation Company is not about a company that has to be visible everywhere, that has to have a Twitter account and a Facebook page. It is about a company that recognizes word-of-mouth as the most important yardstick for decisions. Even, and perhaps especially, for decisions that take place in the boardroom .