The Anatomy of Buzz/Rosen 65-70

66 While it is true that buzz spreads through mutual acquaintances, the degree of control that marketers have on this process is very limited.

67 you can learn just as much from paying attention to the absence of ties.

68 It is important to identify the gaps between different clusters and to find ways to spread the word about a product to people on both sides of any structural holes.

69 it takes very few short cuts between nodes and clusters to turn a big world into a small world.

70 Connectors: What distinguishes them from hubs is that they can connect two or more clusters.

Venture capitalists—The partners in these companies work with many startups and serve as communication channel among them. A message that they value will find its way to their contacts quickly.
…companies can deliberately create shortcuts by using people within the company to link with individuals in remote networks