Brown (2010, p.12) depicts the use of social media and blogs (or web 2.0) as “fan-out messaging” (also known as word-of-mouth). For example, if a message is received well by two people, they are more likely to tell two people, who will tell two people and so on. The message has “fanned out” and has gained many more new potential customers or “potential influencers” for the brand. Influencers get the message out on behalf of the company. For example, retweeting an organisation’s exciting news on Twitter, linking the company blog from their own blog, sharing useful links on Facebook etc.
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