Simple: I really liked how Sernovitz stressed the point that good topics are simple. “Keep your topic short and sweet” (99). A word of mouth topic should spark interest, be unpredictable, and spontaneous. Word of mouth can be a hard concept for most people to grasp because many of us lack the knowledge and training to summarize main points. Learning how to talk and write to the point is challenging and people generally do not like the unexpected. People enjoy security and stability.
Partnering With A Charity: “Partnering with a charity is a genuine chance to do something good and a proven way to start positive word of mouth” (108). This section reminded me of the company TOMS Shoes. For example, every TOMS shoe you purchase, TOMS will give a pair of new shoes to a child in need. I first heard about this company last year in my intro to marketing class. I purchased my first pair of TOMS shoes this summer because I remember the great cause it represented. I remember wearing my TOMS to swim practice and my teammate commenting on them. I told her about the great cause and a month later she had a red pair.
The Network Effect & Radical Change Of Leaks: I like the statement about the network effect; networks get exponentially more useful as more people get them (131). For the longest time, I did not have a Facebook. I would have to borrow my friend’s password and e-mail addresses to log into their Facebook accounts just to view pictures from events. Finally, my friends just made me one and my social network became easier and more efficient. In addition, I learned that cell phone companies have started sending new models not just to big electronics publications but also to hundreds of bloggers (147). I did not realize leaks had become a word of mouth motivator. I was still under the impression that new models were top secret and leaks carried a negative connotation.
Bloggers: I have never blogged before and I was unaware of who bloggers really were. Reading this book, I learned that bloggers could be anyone and that blogging should be open to anyone who wants to do it but no one has to do it (163). Bloggers are people who want feedback and attention. For instance, if bloggers didn’t want feedback, they would be writing in paper diaries and stuffing them under their beds (159). Many people are afraid to respond to bloggers because they worry blogging will lead to negative word of mouth. However, according to Sernovitz, responding to blogs does not add new risks but only changes the location of the conversation (163). Sernovitz also stresses the point that positive feedback will not be preached on every blog post. However, praise and criticism makes for a great conversation. In the end, it’s the total conversation that matters (175). Without conversation, people lose interest. Without interest, one becomes invisible.
Until next time,
Connie Rae Shobaken
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