They're not just customers, they're spokespeople. They're critics and they get heard. They form tribes and communities online and when they glom onto your message the word spreads far, and fast, and grows exponentially. But they won't listen if you don't talk to them in the right way. We study the online message board universe and keep track of the "word of mouth" trails that crisscross the Web. So when you connect with a viral audience, they can transform from ordinary customers to super–agents for your brand.
