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  3. There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing

There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing

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问题     There is much hype about social networks and their potential impact on marketing; so many companies are diligently establishing presences on Facebook. Yet the true value of social networks remains unclear, and while common wisdom suggests that they should be tremendous enablers and amplifiers of word of mouth, few consumer companies have unlocked this potential.
    More recently, we have adopted a new mind-set: we think of word of mouth generated on social networks as a distinct form of media. This idea is more than a semantic detail. When you think of word of mouth as media, it becomes a form of content, and businesses can apply tried-and-true content-management practices and metrics to it. In addition, word of mouth generated by social networks is a form of marketing that must be earned—unlike traditional advertising, which can be purchased. Therefore, companies could succeed only by being genuinely useful to the individuals who initiate or sustain virtual world-of-mouth conversations.
    An effective way for a brand to be useful in the context of social networks is to make people who o-riginate a word-of-mouth conversation seem important within their own social environment. Recognition by peers is a powerful motivator, and brands that allow users to gain it deliver real perceived value. When users publicize that recognition, it translates into word of mouth.
    Never underestimate the value consumers place on opportunities to boast online about their achievements. For example, when members boast of reaching their target weight with help from Bodybuilding. com workouts, we receive authentic and credible word-of-mouth approval at almost no cost. In fact, if recent behavioral research is accurate, these experiences can create "contagions" in which the behavior of users is mirrored by their networks of friends, amplifying the word-of-mouth effect and reflecting well on the underlying brands.
    It’s our strong intuition that virtual items play an important role in facilitating virtual word of mouth. People’s obsessive acquirement for virtual items reinforces our notion that users seek online importance; they purchase virtual goods primarily for self-expression and for recognition. Virtual gifting is becoming an important consumer activity among Facebook members. Today, much of this activity is free, but Facebook is introducing a virtual-currency "credit" system that will allow sellers to get real dollars for their gifts. In the context of a social network, it is not a stretch to conceive of virtual gifts as important objects, especially as their availability can be strictly limited. Just think about the fervor consumers accord collectibles of all kinds, from baseball cards to coins. If virtual items prove similarly desirable, they are likely to be a big deal for consumers and marketers, as well as a great tool to create useful word-of-mouth media.
    Word-of-mouth marketing through social networks could emerge as an important tool in the marketer’s arsenal. That will depend on whether marketers can tame the fundamentally unpredictable and accidental nature of word of mouth without losing what makes it so valuable in the first place—its authenticity.
The text intends to tell us______.
选项 A、how to unlock the potential of social networks
B、how to read people’s online activities
C、how to create authentic marketing
D、how to explore the attractiveness of virtual items
答案A
解析 本文共分为六个段落。第一段指出现状(问题)：鲜有公司能够充分挖掘社交网络的潜能。第二段提出新理念(解决办法)：将社交网络下的口碑当做一种独特的媒介。第三段介绍“使品牌在社交网络中有用”的方法一：让会话发起者显得重要(得到同伴的认可)。第四段对第三段做出补充论述：应重视消费者在线吹嘘自己的成就时所带来的价值。第五段介绍“使品牌在社交网络中有用”的方法二：发挥“虚拟商品”的吸引力。第六段总结全文，指出社交网络下口碑营销的重要作用及发挥这种作用的决定性因素。由此可见整个文章旨在论述如何充分挖掘社交网络的潜能，[A]选项正确。
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