From Sticky To Spreadable: The Antidote to “Viral Marketing” and the Broadcast Mentality

Many thanks to CMS alum/C3 researcher Sam Ford for putting together the presentation below. It also features former CMS director Henry Jenkins and C3 researcher Joshua Green.

From Sticky To Spreadable: The Antidote to “Viral Marketing” and the Broadcast Mentality from Michael Blankenship on Vimeo.

  • How do you understand and measure success in social media?
  • How do you create content that audiences not only pay attention to, but want to share with others?
  • Do you really want to make a video “go viral”?
  • How does the language you use to describe social media campaigns impact the end result?

Based on years of researching how and why people spread news, popular culture, and marketing content online through the Convergence Culture Consortium for the past several years, our speakers are currently working on a book entitled Spreadable Media. This Webinar will look at what “spreadable media” means, why the concept of “stickiness” is inadequate for measuring success for brands and content producers online and ultimately why marketers and producers should spend more time creating “spreadable material” for audiences than trying to perfect “viral marketing.” In this one-hour session, the speakers will share the ideas and strategy behind “spreadable media” and a variety of examples of best–and worst–practices online for both B2B and B2C campaigns.

Andrew Whitacre

About Andrew Whitacre

Andrew directs the communications efforts for CMS/W and its research groups. A native of Washington, D.C., he holds a degree in communication from Wake Forest University, with a minor in humanities, as well as an M.F.A. in creative writing from Emerson College. This work includes drawing up and executing strategic communications plans, with projects including website design, social media management and training, press outreach, product launches, fundraising campaign support, and event promotions.


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