Editor’s note:  In this thoughtful book, we’re reminded that like any new “phenomenon” much is done to little effect in the social media business.  Dr. Jonah Berger starts with a fundamental fact:  that word of mouth is still the most effective way toget the word out about yourself or your business.  Then he gives us six lessons (STEPPS he calls them) for gaining digital attention.  His research is extensive and sound but what I like best is that Jonah uses plenty of examples and case histories for every point he makes.   

Excerpt:  “…to get people talking, companies and organizations need to mint social currency.  Give people a way to make themselves look good while promoting their products and ideas along the way.  There are three ways to do that: 1. Find inner remarkability;  2. Leverage game mechanics; and 3. Make people feel like insiders.”