On Viral Marketing And When It Doesn't Work

Brian Hibbs, owner of the Comix Experience store in San Francisco (which I believe Vicki and I visited a couple of years ago), recounts an entertaining tale involving Neil Gaiman and singer/actor Tyrese Gibson. The former is a mega superstar in the world of comic books and fantasy, while the latter is apparently trying to get a toehold in the comic industry at the moment. When Hibbs' professional life happened to intersect with those two gentlemen somewhat simultaneously, hilarity ensued... not so much. Instead, Hibbs provides some good commentary on when social networking succeeds, and when it falls flat on its face.