14. A non-transitory machine readable storage medium having information recorded thereon for managing a chat session, wherein the information, when read by a machine, causes the machine to perform the following: receiving content from a content provider, the content provider identifying an entity in the content and a topic related to the entity; identifying a first interactive chat session associated with the topic; modifying the content to generate modified content that incorporates a first representation indicating that there is at least one interactive chat session associated with the entity; generating a second representation to be displayed with the topic when the entity is selected, wherein the topic is to be displayed with a third representation indicating that the first interactive chat session associated with the topic is currently available to the user, and wherein the topic is selected from a hierarchical taxonomy of topics that is closest in proximity in the hierarchical taxonomy to the entity; and providing the modified content and the second representation, wherein the first interactive chat session is to be inserted inline into the modified content when the user selects the third representation which indicates that the first interactive chat session associated with the topic is currently available to the user.
14. A non-transitory machine readable storage medium having information recorded thereon for managing a chat session, wherein the information, when read by a machine, causes the machine to perform the following: receiving content from a content provider, the content provider identifying an entity in the content and a topic related to the entity; identifying a first interactive chat session associated with the topic; modifying the content to generate modified content that incorporates a first representation indicating that there is at least one interactive chat session associated with the entity; generating a second representation to be displayed with the topic when the entity is selected, wherein the topic is to be displayed with a third representation indicating that the first interactive chat session associated with the topic is currently available to the user, and wherein the topic is selected from a hierarchical taxonomy of topics that is closest in proximity in the hierarchical taxonomy to the entity; and providing the modified content and the second representation, wherein the first interactive chat session is to be inserted inline into the modified content when the user selects the third representation which indicates that the first interactive chat session associated with the topic is currently available to the user. 15. The medium of claim 14 wherein the information, when read by the machine, further causing the machine to initiate the first interactive chat session based on the topic when no interactive chat session associated with the topic is available.