Buzz travels in invisible networks—the interpersonal information networks that connect customers to each other. These networks have always been important in the diffusion of certain products. Today they are critical and can no longer be ignored. In this chapter I argue that in order to compete, companies must understand that they are selling not to individual customers but rather to networks of customers. There are several reasons for the increased importance of the networks. The most dramatic reason is that customers have found new tools for sharing information. On the Internet, giving and asking for advice is as simple as typing a sentence and sending it off into cyberspace.

Here's a comment one car owner sent me about the company that sold him his car: "...for years they have been able to pull the wool over our eyes. Well, that has ended." Ten years ago this customer could have told his family and friends about his experience with the car company. Now look at all the options that he has to share his frustration (or his joys) with thousands of other people:

• He can e-mail his thoughts to all of his friends.
• He can participate in chats or newsgroups to voice his opinion.
• He can annotate the Web site of the car company with his own comments about their claims.
• He can rate the car on a consumer Web site such as Deja.com or Epinions.com
• He can publish the information on his own Web site.
• He can start a Web site dedicated to that car company (a fan site or a protest site)

"If [the car company] had their way," he wrote, "owners would be forbidden to speak to each other. We know too much." But customers can talk to each other now, thanks to the Internet, and they do!

Also in this chapter: • The Rise of Aggregated Buzz • "Word of Mouth on Steroids" • How Important Is Buzz to Your Business?