Henry Jenkins* coins the phrase spreadable media – to challenge the metaphor of viral media.
Viral = connotation is an infection or contagion you involuntarily give to others
Spreadable = media you find compelling and consciously make a choice to pass on to others via links, posts, social networks, microblogging, sharing widgets. Motivated circulation from the grassroots level.
* Provost Professor of Communication, Journalism, and Cinematic Arts, USC Annenberg School for Communication
Power of word-of-mouse: Aggregators, curators, filters, communicators, evangelizers, influencers, messaging mavens, content spreaders, gossip-mongers, antagonizers, community organizers.
“ Earned media” - Content is shared voluntarily through email, chat, linking, blogs, forums and social networks (as opposed to paid media eg print ads, billboards, TVCs)
Pass-along value – News deemed of value to tell a friend, a relative, a follower, a fan. It has some contextual meaning – funny, political, geographical, historical, societal. “Do your best, link to the rest.”
2.Connect 1.Listen 3.Add Value 4.Measure
Spreadable media: Connect + value
10 tips on Google
8 tips on Facebook
10 Google Tips
Capitalization and quotation marks: Google searches are NOT case sensitive. Searches for najib razak, Najib Razak , and nAjiB rAzaK will all return the same results.
Use “quotes” or + or - sign to include/exclude words.