| Have you read the novel "Kite Runner" by Khaled | | | | otherwise faded soon after putting the book down. |
| Hosseini? It was a very enjoyable book that sold | | | | Then, there is a longer lasting effect of signing up as |
| millions of copies and found just as many fans of the | | | | a fan or a member of the online community for the |
| author, who was little known before this book. The | | | | product - which incites active discussions and |
| fascinating thing about a paperback novel, just like so | | | | participation. This is where fans have a place and a |
| many other products we purchase, is they have a | | | | medium where they can continue to express their |
| limited life span of usefulness. Once you've read the | | | | opinions and liking for the book, and in the process, |
| book and enjoyed it, you may spend a day or two | | | | keep up the word of mouth activity...that of which is |
| discussing it or recommend it to others and in a short | | | | so important to the success of such a product. In |
| while, that stops. You move on. From the authors | | | | effect, it works to extend the life-cycle of a product |
| and publishers point of view, they would prefer to | | | | which could have ended once the hype around it died |
| have people talking about their work as long as | | | | out. |
| possible. The press coverage and hype that comes | | | | People are still talking about books like the Da Vinci |
| with launching a book is just a launch pad - but for a | | | | Code and Harry Potter. People still discuss their |
| book to succeed, it needs readers to promote the | | | | interpretations of The Matrix trilogy or popular TV |
| book through word of mouth by sharing their | | | | show LOST on online communities. Every time there |
| experience... and relies on this to keep the ball rolling. | | | | is even a tidbit of news around the Apple iPhone it |
| The reader has a limited time frame between the | | | | makes the rounds of blogs and news publications. |
| time he or she has read the book till the time the | | | | They are all great creations in their own rights and |
| effect of the book wears off to share their | | | | we cant take that away from them. There is |
| experience and promote the book. For those selling | | | | however something else they all have in common. All |
| the product (which, in this case is a book) - that is | | | | these products are backed by a strong fan base of |
| very precious time. | | | | happy customers who continue to create a buzz. |
| Social networks and community websites are | | | | Social networking software contributes to this buzz |
| fantastic tools in tapping into the effect of a good | | | | by mobilizing these communities and giving them a |
| product on a satisfied customer. People who enjoyed | | | | platform to get together and share their experiences |
| The Kite Runner are probably going to go online to | | | | with others. |
| read up more on the author and explore other | | | | Marketers can use this aspect of social networking |
| works. If they go to the authors website, | | | | software to their advantage and extend the product |
| Khaledhosseini.com, first, they have access to more | | | | life of such offerings by mobilizing their customers |
| content like his blog, podcasts, discussion videos, and | | | | online and letting them drive the marketing. |
| newsletters... which alone can engage them longer | | | | A little word of mouth can go a long way. |
| and hold up that interest level... which would have | | | | |