The Truth Behind Getting Lucky


There’s a commonly accepted belief that even great social marketing campaigns need a certain element of luck to become viral.  I must admit, I was willing to accept this thought process as well.  A few days ago, however, I read a LinkedIn article by Jonah Berger, a Wharton professor, who makes a strong argument as to why this is not the case. This concise article, gives a solid “formula” for how to build a powerful viral campaign and I recommend everyone read this article. In it, Professor Berger briefly discusses the six principles that he believes lead to a successful viral campaign, which he describes in more detail in his book “Contagious: Why Things Catch On”.

The six principles use the acronym STEPPS and consists of Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. Think for a minute – what campaigns come to your mind as examples of campaigns that really went viral? Do they have these six traits? this is not a scientific test, of course, but it’s a good starting point.

Click here to read the full article.

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