Unleashing the Ideavirus

Unleashing the Ideavirus
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 www.ideavirus.com
Using a service like Epinions.com, I can go online and search out opinions on everything
from BMW motorcycles to summer camps.
What’s neat about digital word of mouth (let’s call it word of mouse) is:
1.
It is extremely persistent. Unlike a comment at the watercooler or over the phone, a
comment in a newsgroup, on Epionions or Amazon lasts forever.
2.
It has much greater velocity. The number of ripples my stone makes when dropped in
the pond of public opinion is far greater online. Why? Because if I tell you I like my car,
it might be months before that sort of car comes up again in conversation. But online,
conversations are happening 24 hours a day, and the “conversation” on any given web
page is precisely about what that page is about. As a result, the number of interactions
multiplies geometrically.
3.
It can have more credibility. At first, the opposite was true. An anonymous stock tip or
other form of online recommendation was totally suspect. The sneezer could be a paid
mole, or worse, someone with horrible taste. But now, thanks to rating systems and the
presence of powerful sneezers, it’s possible to know how congruent your tastes are with
those of the sneezer, so it ends up having a ton of credibility.
Amazon is now rating the reviewers! A visit to
www.amazon.com/exec/obidos/tg/cm/member-reviews/-/AFVQZQ8PW0L/102-7235345-
2994554
shows me that Harriet Klausner is the top ranked reviewer on the entire site.
Harriet, a retired librarian, has written more than 500 reviews and has received more than
5,000 votes from other folks who agree with her taste. If Harriet likes a book that you like,
you’re certainly going to give her sneeze some credence in the future.
5. Altruism.
Several years ago, a hot chef in Chicago decided to go out on his own and open his first
restaurant. Realizing how competitive the market was, he did a neat thing. He never opened
it to the public. He refused to accept reservations from strangers.

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