The Herd

April 7, 2008

This weekend I flipped through a book from Mark Earls titeled:
Herd: How to Change Mass Behaviour by Harnessing Our True Nature

Mark shows in great detail how social marketing can work. What “word of mouth” really means and why it works. How important interaction in the group (herd) is, how important “peer to peer” communication is and why one to one marketing is not as important than always thought. The book is not a “how to” instruction, but it makes you think about the “mechanics” of mass behavior.

If you try to talk about consumer behavior in the digital age, where “word of mouth” got a complete new dimension, you should read this book.

I liked the comment of the Guardian on the book:
“Like Malcolm Gladwell on speed” The Guardian


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