e-Riches 2.0: Next-Generation Marketing Strategies for Making Millions Online

that it was free.) Within a few weeks, Peter’s Facebook group had

grown to 600 members.

Fast-forward a couple of weeks more and the “If I Can Help a

Reporter Out I Will” group took off. Within just a few months,

Peter’s experiment had exceeded the then-current limit for group

membership of 1,200 members. (Facebook raised that limit soon

after.) Clearly he had found a vein of unfilled demand in the world of

public relations.

The snowballing demand for the new service soon forced Peter

to leave Facebook and start a separate web site to support the traf-

fic. In less than six months, HARO had more than 40,000 sub-

scribers and was sending out dozens of inquiries daily from reporters

at qualified, often nationally recognized publications. (Peter is also