WHITE PAPER
WHITE PAPER
Understanding Influence, and Making It Work
For You: A CNET Networks Study
IN T R ODUCT ION
In today’s highly fragmented media landscape, word of mouth has become a very important
tool for marketers. Traditional marketing methods simply don’t reach their target audiences
with the same effectiveness as they did just a decade ago. On the other hand, the recent surge
in social networking has drawn attention to “buzz” or “viral” marketing. There are ma