Trying to let the world know about your product or service can be a difficult business, with advertisers needing to put in more and more effort to get their message across. What if you could get your customers to transmit your message for you? In Buzz: Real-life Lessons in Word-of-mouth Marketing
, Emanuel Rosen
talks about how this can be achieved.
The book is an update of the earlier book The Anatomy of Buzz. Rosen gives lots of useful advice, including how to identify the hubs - that is the most influential people - in your market, and on using the internet to communicate more directly with your customers. I did think that he was sometimes a bit too upbeat, as the message I got from the book was that, in the end, there is no way to guarantee Buzz. Sometimes you get it by luck, ssmetimes a lot of resources goes into it - contacting thousands of people, who then need an incentive to try your product, so it begins to look more like traditional marketing. The strong point of the book is really its plethora of real-life examples. Maybe one of them will suggest to you a way of generating Buzz, and in any case they will provide you with an entertaining read.