The Anatomy of Buzz/Rosen 150-151

In the short term, targeting mega-hubs may seem to produce more results that focusing on regular hubs. It’s much easier to quantify the effects of mega-hubs by tallying up hits in the media. And indeed, the backing of an Oprah Winfrey, a Rosie O’Donnell, or a Walt Mossberg could send sales of your product through the roof. But the untapped, neglected regular hubs ultimately may have as much or even more power. Since regular hubs engage in frequent two-way exchanges with their contacts, members of the network are potentially more likely to hear and remember what these hubs say. This is the true source of strength that you can tap into by using word-of-mouth marketing and the invisible networks.

151 Once the opinion leaders adopt, you’re much more likely to reach critical mass, and then the process becomes self-sustaining.