Although there are a number of different ways for advertisers to promote a specific product, consumer word-of-mouth can prove to be the most difficult to cultivate, but has the potential to be the most successful way to create a 'buzz'. According to the article The Buzz on Buzz, written by Renee Dye, there are five common myths that companies can accept as facts that can result in them being unable to generate word-of-mouth promotion. The first myth stated by Dye is that in order to generate a 'buzz', a specific product must be unusual or risky. However, there are many different products on the market that have created the majority of their promotion through word-of-mouth that are ordinary. When companies use strategic marketing they have the ability to turn those normal, everyday products into extraordinary ones. For example, theChive, a webpage and application dedicated to giving to charities and providing its users(Chivers and Chivettes) with daily, categorized photo albums featuring everything from cats to people doing kind things for others anonymously, was not really the first of it's kind on the market. However, theChive, cultivated it's own brand and did not participate in advertising other than through its loyal followers. The next myth that companies could fall victim too is that 'buzz' just happens. theChive grew the majority of it's 'buzz' through carefully designed products and originally targeted a market that was made up of young men, which later broadened into marketing to women. One of the most influential elements that allowed theChive to generate such a contagious 'buzz' is the fact that the website mainly features pictures that are sent in from it's own users. By using this technique, brothers Leo and John Resig, the founders of theChive, created a niche in an era with thousands of viral photographic websites. Assuming that the