Network Effect

The effect of "networking" is enormous.I have personally experienced the network effect through the modern communication tool - e-mail. What I have observed is that it is effective, participatory or intelligently interactive only if the topic is open and provides room for people to extend their expertise. "What should a company do to ensure effective re-branding?" The topic elicited abundance of thoughts that for a moment I thought the mail box would collapse. Remember, it's a one-line question which attracts response that gradually evolves into a 1 page document or more. HOwever, a 3 paragraph comment on "business model of IT companies" with 3-4 questions elicited limited response. The fact is that if one can initiate a topic that is simple and interesting, the attention it receives can be leveraged to plant "key messages" discretely to influence the participants. Imagine the power of planting "key messages" in a network run by the Harvard alumni. In the age of personal media, when consumers are increasingly becoming prosumers (producers and consumers), the need for PR professionals to devise intelligent campaigns that effectively influence the right audience is a challenge.