The Anatomy of Buzz/Rosen 54-61

55 marketers have huge deal to gain by cultivating network hubs.

57 It’s hard for some marketers to accept the fact that information spreads in nonlinear ways they can’t always control.

59 People in our society constantly form new friendships, change jobs, move—all factors contributing to the fluidity and invisibility of the networks.

60 The implications of this principle to customers is that customers privacy is protected because our social ties are not easily visible to the world. Marketing activities in the network can be invisible as well.

It’s human nature for people to make contact with others like themselves.

61 This tendency for people to like and associate with those who are similar to them is called homophily and it is one of the fundamental principles of invisible networks.