October 28, 2013

Six human factors that influence virality


Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

John HaydonWe have a false belief that the Internet make something go viral. Whether something ultimately goes viral hinges mostly on human factors, and not Pinterest or Twitter.

People have been sharing for thousands of years. What’s new is the idea of “viral,” which is really just word of mouth (the oldest and most effective form of marketing) scaled to a massive degree. Plus, only 7 percent of all word-of-mouth marketing happens online.

Jonah Berger, author of Contagious: Why Things Catch On, goes deep into six factors which collectively make the acronym “STEPPS”: Continue reading