Forget Viral Marketing. Do you Echo?

Comment

Comment by Kyle Lacy on December 1, 2008 at 7:01pm

@Don Thanks for your thoughts. I agree that traditional media is almost incapable of viral/echo marketing.

@Dave Reinforcement is key to social media marketing. Should it be the main focus of a strategy? Sure. If your demographic is actually extremely involved in SM.

@Angel Great visual for the echo concept.

Comment by Angel Morales on December 1, 2008 at 12:03pm

Let's not forget one of the key concepts of the "viral" marketing construct. A virus will subtely morph and change based on it's host(s) - one of the reasons why we have 18+ strains of influenza-A. At times the virus may not effect anyone within a specific group, other times the context in which the message is passed on changes, impacting it's virality. When a message is viral, the context in which it is passed on will determine and contribute how many more individuals it "infects" - context changes the nature of the virus. That is why much of "social marketing" is indeed viral, as we can attempt to create an outbreak, but you can't contain it, control it, or know what it will morph into. My perspective...your echo would look more like a topographic map.

Comment by David Anderson on December 1, 2008 at 10:10am

I think you could argue semantics. I'm not opposed to the term viral as it does accurately describe the phenomenon of how content can spread to others beyond the efforts of the creator. Echo is ok too, but (at least to me) implies a loud message that gets repeated - ie: shouting in a canyon.

As noted, creating a message the reverberates or is 'viral' is difficult, and attempts that miss the mark can range from painful to annoying. While there may be debate about wording, your points about using social media to reinforce your message to your key audience is right on the money. Focus your message and it will connect with those who are seeking it. There will be no need to turn up the volume.

Comment by Don Schindler on December 1, 2008 at 9:10am

I would totally agree with the Viral term and love the analogy of a one-hit wonder. How come they don't ask traditional advertising (print, radio, TV) to go viral. Oh, that's right - it can't unless it's on the web or is so amazing that WOM spreads it.

Echo is a good term. Simple, easy.