I stumbled across an interesting article by Robert Young that introduces the concept of “micro-celebrities”; i.e. popular individuals within social networks, whose natural enthusiasm for a product or brand can be supported, amplified, and ultimately projected outwards. The basic idea: instead of (or in addition to) paying a famous celebrity millions of dollars to hawk your wares, why not identify and reward several thousand of your most popular fans, such that they are encouraged to spread word of your product (explicitly or implicitly) to others?

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