Letting your fans put their own spin on your work helps them create a sense of ownership in what you’re doing. It makes it possible for them to build a stake in it — and when that happens, they’re much more likely to spread it amongst their friends.
How a word of mouth supergenius does it:
To build support for health care reform, Barack Obama’s website featured a sign supporters could download, print, and personalize.
The sign read, “I’m here for ________” — where fans of reform could write names of loved ones affected by health care costs. Fans were then encouraged to photograph themselves holding the signs and post them to Twitter and Facebook.
Politics aside, the effort was a simple way for people to show their support and put their faces behind the legislation — and to share it with all of their friends.