#Share, 2nd Edition

Index

Account issues, 188

Account ownership, 188

Account status, 186–187

Acronyms, 96–97

Advocates, 173–175

Airtable, 77–78

Altruists, 41

Amplified word of mouth, 7

Audience, 11

Authority, 143–144

Blogs, 135

Boomerangs, 41

Brand advocates, 137

Brand ambassadors, 151

Brand awareness, 20, 77

Brand voice, 68–71, 188–189

Branson, R., 130

Business-to-business (B2B) market, 75–78, 96

Business-to-customer (B2C) market, 77

Call-to-action, 99–100

Campaign, 128

Careerists, 41

Celebrities, 151, 155–156

Clear and conspicuous disclosures, 162–165

Coca-Cola Company, 1–2, 85–86, 181, 182

Co-creation, 14

Collaborative word of mouth, 7

Commitment, 145–147

Communication, 12, 13

Company-generated communication, 17

Competition, 59–60

Compliance, 187

Connectors, ...