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Eric DePaul

I think the key to a viral marketing campaign is exactly what you brought up earlier in this same message. You need a product that is good. If you have this, all else follows. If you have a product that people desire, they will write and share their positive experiences with it. They will write positive customer reviews on retail websites. They will post good movie reviews. They will tell their friends by word of mouth. Having a good product is the key to everything. I don’t know if anyone can really master a viral marketing campaign with a bad product. How will the following grow? How with you get others to write good stuff about it and how can the marketer control the message so that it is what they want it to say? I think in today’s age of Web 2.0, it is imperative that goods and service providers have a better product than they had before. If the product is good more people will know faster. If the product is bad more people will know that as well.

Fred van West

To me it all comes down to trust. Web 2.0 promises information without an obvious axe to grind (I say obvious, because 'astroturfing' or false grass roots campaigns are suspected when someone sounds too much like a shill.) People become cynical when all they hear from an organization is the "official line" and barring an honest place to put feedback (warts and all), they turn to anyone who will listen and Web 2.0 provides such an inexpensive, easily accessible sounding board. There still seems to be no replacement for honestly listening to what your customers are saying. And if we won't, Web 2.0 provides a forum where someone without our vested interests will air their grievances, in public.

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