However, the more prevalent utilization of social media has recently pushed this notion to a whole new level. We provide insight into the relationship between social media and viral marketing, and exemplify the six steps executives should choose in order to direct the social media/viral marketing waltz.
We define viral marketing as electronic word of mouth whereby some form of marketing message related to merchandise, brand, or a company is transmitted in an exponentially growing way-often through using social media programs.
We consider the three states that must be fulfilled to create a viral marketing epidemic (i.e., giving the right message to the appropriate messengers in the appropriate surroundings) and present four distinct groups of social media viral advertising campaigns (nightmares, strokes-of-luck, homemade problems, and successes). We conclude with five points of caution when trying to start their very own viral advertising campaign, that managers should heed.
PUBLICATION DATE: May 15, 2011 PRODUCT #: BH434-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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