Contagious: How to Build Word of Mouth in the Digital Age

Social Currency refers to the idea that people share things that make them look good to others. Just as people use money to buy goods and services, they use social currency to achieve social status and recognition. When people talk about a product, idea, or behavior, they are essentially making a statement about themselves. They want to appear knowledgeable, interesting, and in-the-know. Therefore, the more a product or idea can make someone look good, the more likely it is to be shared.

One way to create social currency is by making people feel like insiders. When people feel like they have access to exclusive information or are part of a select group, they are more likely to share that information with others. This is why many companies use tactics like limited-time offers, exclusive memberships, or insider tips to generate buzz. For example, a restaurant might create a secret menu that only certain customers know about. Those customers will feel special and are likely to tell their friends about the exclusive items, thereby generating word of mouth.

Another way to generate social currency is by making people feel like they are ahead of the curve. People love to be the first to know about something new and exciting. This is why new product launches, sneak peeks, and early access can be so effective. When people feel like they are in the know, they are more likely to share that information with others to maintain their status as trendsetters.

In addition to exclusivity and novelty, social currency can also be generated through the use of humor, uniqueness, and remarkable features. When something is funny, unique, or remarkable, it stands out and is more likely to be talked about. For instance, a quirky advertising campaign or a product with an unusual feature can generate a lot of buzz simply because it is different from the norm.

In summary, social currency is a powerful tool for generating word of mouth. By making people feel special, ahead of the curve, or entertained, you can increase the likelihood that they will share your product, idea, or behavior with others. The key is to create something that people will want to talk about because it makes them look good in the eyes of others.