The Impact Equation is about making an impact in your online and social media outreach -- not just making noise. They aim to get across that you should be approaching your online communications to make that impact.
To tie their concept together, they created the following equation that serves as the platform for the book:
Impact = Contrast x (Reach + Exposure + Articulation + Trust + Echo)
Impact = C x (R+E+A+T+E) If you didn’t catch the acronym.
The authors are adamant that this book is NOT about social media – although it's about communicating using social media. As they note, "Saying that this book is about social media is like saying that Moby Dick is a book about boats."
Twitter ID: @ChrisBrogan