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Juan MC Larrosa
4 Mistakes Marketers Make When Trying to Go “Viral”
by David Spitz | Harvard Business Review
Can we agree to kill the word “viral” – unless it’s referring to something that leads you to call a doctor, or download a security patch?
The problem with this term is that it suggests there’s something inherent in the content itself that makes it travel. The virus, once released into the wild oceans of social media, preys on its victims. In fact, quite the opposite is the case: unlike viruses, people actively choose to engage with marketing messages and to share them (or not) with friends.
That’s why some have suggested describing what the best marketers create as spreadable media rather than viral content. While less, ahem, catchy...
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