The Principles of Social Design
The new model has two complimentary parts: The Network Influence Model and the Drivers of Word of Mouth.
The first explains how ideas move through influencers or networks. The second combines the most useful rules of behavioral economics into sets of descriptors that explain why people share.
In their simplest form they serve as valuable rules for evaluating ideas. They can also serve to build belief across an integrated team about the strengths of designing creative ideas meant to stimulate word of mouth.
The Art and Science of Social Media 3.0