Word of Mouth: 'The Marriage of Enthusiasm and Anxiety'

"With the advent of social networking, word of mouth begins to enter the realm of science, at least in theory. Actually, despite Twitter, Facebook and the rest, publishers are finding it as difficult as ever to mobilize that elusive thing, the viral conversation about a new book that translates into worldwide sales.... To generate a surprise bestseller, the publisher needs to create a community around the book and its author in which the readers believe that their aspirations can be understood, their beliefs nurtured and their anxieties addressed. That's what a successful book will do.... Word of mouth: the marriage of enthusiasm and anxiety."