©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad Age, 1/3/11
Popularity on Twitter or Facebook Is Just That; It’s the Ability to Drive Behavior That Matters
Since Malcolm Gladwell began popularizing his “Tipping Point” theory 14 years ago, marketers have fantasized about a world in which they can identify a small number of influential folks who can credibly, effectively and cheaply push product for them. In the ’90s, that meant makers of the “dead chic” Hush Puppies brand had to channel their inner Margaret Meads and go on “cool hunts” to trendy shops to understand how their oxfords had become suddenly stylish. These days, faced with similar challenges, they might just try to get people with large Twitter followings to post about it. Which would be a really bad idea.