Fast Company

Order Versus Chaos

Duncan Watts's research tells advertising execs precisely what they don't want to hear: All their clever (and lucrative!) targeted viral campaigning may ultimately be less effective than good old mass marketing.

Influentials

In the "two step" model of marketing, well-connected Influentials amplify a trend by relaying media messages out to the social periphery. Marketers can therefore focus on the few as a way of reaching the many.

Accidental Influentials

Watts's theory says the emergence of a trend depends not on Influentials, but on the susceptibility of the public to the "virus." Social-network effects are so complex, he says, that trends are basically random.

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1 Comments

  • miro slodki

    Where is the article????
    if anyone finds it
    look me up in this community and let me know

    Miro Slodki