2 comments
coupmedia_tom
coupmedia_tom

Great post, I completely agree! I actually wrote a very similar article a good few months ago now about how some marketers sit down and plan to 'go viral', it's a notion I just don't understand! (http://www.coupmedia.com/blog/462013ok-guys-we-need-to-go-viral)

I understand Souperavram's point about the different meanings -'viral' content by nature only hangs around for a short while, the shelf life of quality, shareable content should be much longer. However, there is no reason that a piece of meaningful, shareable content can't be shared and passed around users at a similar rate of something that 'goes viral'. At the end of the day it's all about really knowing your audience. 

souperavram
souperavram

I get wanting to get away from the term viral as it sounds negative, but when used properly viral does actually mean something different than shareable. Shareable content is merely copied from one person to another and other than the original content creator it is a one way and passive experience. Viral implies that the content can be replicated into copies, but can also be replicated into new similar content. In this way, the "host" can take an active role in shaping new content (mutation) that the originator did not originally intend. While digital social media has changed the way these mutations can occur and sped up the replication, viral phenomena have existed long before digital social networking with examples like urban legends, jokes, mass hysteria. Personally, I'm more likely to remember and identify content that is at least hypothetically dynamic rather than content that is passively shared one way from the source.

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