The "primordial" word-of-mouth that Procter & Gamble launched with its BzzAgent network in 2001 has been succeeded by more familiar social networks but still remains relevant in its own right. In part, this is because BzzAgent, which was acquired this year by loyalty-program company Dunnhumby, works with advocates who have been screened and are better understood than fans on Facebook, which itself is leveraged by BzzAgent as one of several outlets for new products and partnerships.

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