Word of Mouth in China: What is the Sound of a Billion Voices?
By Ed Keller Two research studies about the importance of word of mouth in China came to my attention recently. One was by Initiative and the other by TNS. These come on top of a 2010 article in the Harvard Business Review on “The Power of Word of Mouth in China” by two McKinsey consultants who say, “Physical or virtual, word-of-mouth is an essential brand-building tool for companies in China.” To gain a better understanding about word of mouth and social media in China, I had a discussion . More >
Buzz and TV Shows: Are We Listening to the Right Voices?
The new television season is upon us, and the trade press has been abuzz, not only about which new shows will thrive and which will die, but also about social media and so-called social media ratings. Senior TV executives are joining the conversation. Some see social media as a powerful amplifier and “the connective tissue that links everything together.” Others take a more tempered approach, saying, “Social media is a driver of buzz and engagement, but it’s not the core . More >
Why Zappos’ Tony Hsieh Dislikes Social Media, Despite 1.8M Followers on Twitter
The CEO of Zappos Tony Hsieh has 1.8 million followers on Twitter. In many marketing circles, he is something of a Twitter god, using the Twitter feed to promote Zappos and his way of thinking about business (as expressed in his book, Delivering Happiness: A Path to Profits, Passion, and Purpose) to his many followers. Imagine my surprise, then, when I saw a TV interview with Hsieh, in which he said he dislikes the term social media. In fact, he dislikes it so much that anyone who uses it around . More >