An interesting thing when considering viral marketing, is that many times it is the virus part of the process that is focused on; this is a mistake.
For example, the type of message that was sent to cause something to go viral; whether humor, an interesting story, stunning news in the industry or in-depth analysis of something - or whatever.
This view is looking at the wrong side of it. It's not the virus that is the most important part of the picture, but rather the carrier of the virus that is what matters the most. Marketing agencies are still getting this wrong. All they talk about is the creation of something that launches something viral. In other words, they're still thinking of being in control.
I'm not just talking about user-generated marketing as input here, but whether it's users or marketers, the key still isn't in what is being made primarily.
It's all about the carrier. No carrier, no viral; it's as simple as that. I hit on this all the time because most people still don't understand that it's all about the community. The community is the carrier. It's the carrier that gives power to the virus, not the other way around.
A virus, for the most part, no matter how potent, won't spread unless there is a community to spread it in. It's all about the carrier!
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