From an article in the May 2004 Fast Company, "What's the Buzz?"
Companies have long recognized that word of mouth is one of the most potent weapons in a marketer's arsenal. The trick has been to harness that power in a disciplined, strategic way. ... BzzAgent LLC, aims to do just that.
Our new Cool Friend, Dave Balter, is the founder of BzzAgent. He talks to tompeters.com about his book, Grapevine: The New Art of Word-of-Mouth Marketing, coauthored with John Butman. Did you know there are differences among word-of-mouth, buzz marketing, and viral marketing? And, don't ever confuse any of them with shill marketing.
You can read Balter's Cool Friend interview here.