“There is no viral marketing”
Posted on September 18, 2008
Posted by Tom Turnbull
Brian Solis recently spoke at the Web 2.0 conference in New York. He provocatively stated that “There is no viral marketing.” Marketing in the age of social media, rather, is an ongoing, and necessarily authentic, effort. It requires more than putzing around on Twitter, slapping up a Facebook fan page or pumping out some goofy widget.
He is right.
Here’s the deal as we see it. Social marketing is just a fancy term for using new two-way channels for communicating with customers. The Twitters, Facebooks, MySpaces, WordPresses, and other fancy new things on the Internets, are simply places to communicate.
The real art is in how the communication is done. I roll my eyes when some random company follows me on Twitter. Rather, make me want to follow you by sharing some useful information (or by entertaining me).
Again, Solis is right. However, the statement is a bit over simplified.
There is a bit more to the story from the perspective to technology. “Viral” is just over used marketing speak for word-of-mouth. There are a wide range of technologies that put word-of-mouth on steroids (of course, SplashCast is one of those).
Given all that, we would conclude that effective viral marketing requires three ingredients: (1) great content; (2) ongoing cultivation; and (3) appropriate technology. I think what Solis is really saying that technology, by itself, is not enough.
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[…] “There is no viral marketing” Tom Turnbull writes “Brian Solis recently spoke at the Web 2.0 conference in New York. He provocatively stated that “There is no viral marketing.” Marketing in the age of social media, rather, is an ongoing, and necessarily authentic, effort. It requires more than putzing around on Twitter, slapping up a Facebook fan page or pumping out some goofy widget.” […]
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