The fallacy of requesting a “viral” campaign. You need to interest and then engage.

This is the seventh episode of the 12 Principles of New Media. “Interest and then engage” discusses the fallacy of requesting a “viral” campaign and that you really need to target a specific audience with relevant and entertaining content. Once you do that, it will gain traction and your audience will find it.

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Interviewees include:
Brian Powley – iCrossing
Chris Heuer – Social Media Club
Chris Peterson – Chautauqua Communications
Chris Shipley – Guidewire Group
Gary Bolles – Microcast
Greg Sterling – Sterling Market Intelligence
Samantha Muchmore – DRAFTFCB