WHUFFIE FACTOR, THE

Everyone knows about blogs and social networks such as Facebook and Twitter. And they’ve heard about someone who has used them to grow a huge customer base. Everyone wants to be hands-on, grass roots and interactive. But what does this mean? And more to the point, how do you do it? People see the huge business potential of the online world and the first impulse is: let’s throw a bunch of money at it. To which Tara Hunt says: 'Stop! Money isn’t the capital of choice in online communities, it is Whuffie - social capital - and how raise it is the heart of this book'. In the Web 2.0 world, market capital flows from having high social capital. Without Whuffie you lose your connections and any recommendation you make will be seen as spam, met with negative reactions and a loss of social capital. 'The Whuffie Factor' is a breakthrough book, providing the strategic map and specific tactics for success in the lucrative, but strange and elusive world of online communities.