Electronic word of mouth can be more cost effective than hiring a PR agency or advertise in news papers, but it's not easy. If no one shares your messages nothing will happen. In our last blog post we wrote 'Trigger an emotion and your content gets shared and retweeted'. Now we'll digg a little deeper in the factors that increase your online visibility. It's not about luck which means that if you learn and apply these factors you'll gain a competitive edge. It's not only for big brands either. Small businesses, start-ups and even solo-entrepreneurs need to establish their brand and live up to it.