A strategy for interfacing with the network

In light of the of implications of the small-world cluster effect, is is clear that a strategy to interface with the environment of the Internet is not going to be as simple as a strategy for interfacing with communities in the conventional world of bricks and mortar. Broadcasting and direct mass communication are not viable options. The only strategies that are likely to be cost effective are word of mouth or viral marketing strategies. These can only be effective if based upon sound and competitive products because the nature of communication networks provides so many routes for information to take that any false or unreliable information will be quickly corrected by the truth.

Knowing the way in which information and knowledge propagates through networks is essential to creating an effective communication strategy for whatever purposes.