Not Viral, Spreadable

This presentation from Sam Ford, Joshua Green and Henry Jenkins looks at “moving from sticky to spreadable: the antidote to viral marketing and the broadcast mentality.”

Why I love it:

1. It clarifies what “viral” really is, and what “spreadable” is. You can’t make a viral video. But you can make something spreadable. The distinction matters.
2. It uses language we’ve been talking about here – spreadable, broadcast, social, reach.
3. It gives great case studies.
4. It helps me think about people not as single individuals but as nodes in a network – meaning I should consider what is best for their network, not just for them.

Not viral. Spreadable. The difference is everything.