The fallacy of requesting a "viral" campaign. You need to interest and then engage.

by David Spark on June 10, 2007

This is the seventh episode of the 12 Principles of New Media. “Interest and then engage” discusses the fallacy of requesting a “viral” campaign and that you really need to target a specific audience with relevant and entertaining content. Once you do that, it will gain traction and your audience will find it.



Feel free to share this video (embed or link to info)

Interviewees include:
Brian Powley – iCrossing
Chris Heuer – Social Media Club
Chris Peterson – Chautauqua Communications
Chris Shipley – Guidewire Group
Gary Bolles – Microcast
Greg Sterling – Sterling Market Intelligence
Samantha Muchmore – DRAFTFCB

  1. Essay: The 12 Principles of New Media
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  • http://mediadiet.net Heath Row

    Folks interested in this might also be interested in this Adweek piece on Josh Warner’s “recipe” for viral video — http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003596725

  • admin

    Thanks for that article. It echoes some of the same themes. I would just qualify his reference to “seeders.” You can’t just have any random clown say, “Go look at this video.” You have to approach the right audience with the right message and engage in conversation. Which he more or less says in the interview.

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