How do things become ‘viral’ on the Internet? And what exactly do we mean by ‘influence’? Marketing and PR people want their messages to spread in the most effective and efficient way possible, and so these questions have received a great deal of attention, particularly in recent years, as we’ve seen the rise of ‘viral memes’
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On most news organisations’ websites, you’ll find a widget called ‘most read’, ‘most shared’ or ‘most commented’, possibly all three. The Guardian’s Zeitgeist experiment suggests an interesting alternative. Typically, the content found in the most-X sections provides a salutary — if depressing — reminder of humanity’s baseness and stupidity. You’ll have seen this word flying about recently and it’s time for some explanations. Err… don’t you mean ‘publically’? [’publicly’ if you’re American] No. Well, in some ways, yes, I do. Let me explain. In the past, there has been an assumption that privacy was the default state of human existence. It was only when In this online radio interview, internet visionary Jaron Lanier talks about the danger of Web 2.0 turning us into a collectivist digital mush. He’s got a new book out, so doing a lot of PAs lately. The problems, to paraphrase, are these: Collectivisation We’ve reached for the wisdom of crowds, and this silences individual Late December and early January see the seasonal appearance of a popular type of blog post: ‘My Predictions for [Next Year]’. They’re a great stock-in-trade because you can say whatever you like and nobody can prove you wrong until the end of the following year, by which time everyone’s forgotten. I’ve written a couple in the Via Stuart Bruce, I found this funny clip in which social media marketing guru David Meerman Scott lambasts client-side marketing managers for continually asking about the ROI of social media projects. His point is that marketers don’t know the ROI of traditional forms of advertising like billboards and 30-second TV |             | |||
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