In these economically tough times, the dream for every marketing strategist is buzz — your product picking up ever more sales by word-of-mouth as customers talk to potential new customers, all costing your company not a cent. Of course, this phenomenon is so alluring because it is also so very elusive. Companies have spent millions over the years trying to work out who in their marketplace are the “connectors,” those who spread the word about a new product or service throughout their peer group.
