Spot Your Sneezers

3. Give them as many tools as you can. Make it easy for them to spread the word using social networks like Facebook, in their e-mail signature lines, on their blogs, out for drinks with friends …

Take the time to find your sneezers early in the game — not after the fact. You’ll be glad you did.

Philip King is the president and CEO of Toronto-based consultancy Artez Interactive. This article was originally posted Feb. 21 on King’s blog.