Posted on February 13, 2008
Filed Under Marketing 2.0 |
Continuing my debunking of many of the absurdities promoted by social media marketers, discusses dealing with the subject of “Influentials,” those desirable individuals whose influential ways supposedly have the power to spark viral word-of-mouth buzz.
Word-of-mouth is one of the cornerstones of the social media marketer’s proposition to brands. Using social media, they’ll get your product and message into the hands of Influentials and the rest is apparently magic. Sounds good, right?
But for those of us who still make their primary residence outside of Second Life, if it sounds too good to be true, it usually is. And if the work of Duncan Watts, a Columbia University network theory scientist who is currently working at Yahoo, is to be believed, marketers implementing $1 billion worth of word-of-mouth campaigns every year are essentially throwing their money away.
It’s a debate that pits Watts against people like Malcolm Gladwell, author of Web 2.0 Book Club favorite .
Before you and make your decision, let me add one final consideration to the debate in case you are having trouble making up your mind. Ask yourself: who are you going to believe?
Or this guy:
I rest my case.Print This Post