Social networking has really increased the interest in the power of Word of Mouth (WOM) marketing and it’s starting to get the attention of some real smart people. I came across a blog, Science for SEO a couple of weeks ago by a PhD student studying search engine optimization techniques. On Friday she posted a review of a paper in the related WOM area. Her review of Heat Diffusion for Social Networking is a nice summary of highly technical paper by some mathematicians out of Hong Kong. You can get the original paper here.

The work has some interesting implications, and applications, for the world of marketing and particular network marketing pioneered by companies such as Amway. It’s going to take a little while to grasp it properly, I’ll keep studying it!