Viruses on your computer are bad. Going viral with your web marketing campaign is good. From the sheer quantity of web memes and online communal tomfoolery, you might think it’s easy to accomplish. In fact, it’s hard to hit that sweet spot. It’s even tougher for a commercial message to catch on and earn your company the big bucks.
The Wharton marketing professor Jonah Berger collaborated on a noteworthy paper in this area, asking, “What Makes Online Content Go Viral?” (which he later parlayed into a book, “Contagious: Why Things Catch On”). The paper uncovered three commonalities of contagious online material: Continue reading