SPREADABLE MEDIABy: dave dalfonso

■ Spreadable Media is defined by:

“Spreadable Media focuses on the social logics and cultural practices that have enabled and popularized these new platforms, logics that explain why sharing has become such common practice, not just how” -Spreadable Media“Spreadability identifies the significance of the social connections among individuals, which are made visible by social media platforms, and measures how frequently and broadly content is spread but at the same time focusing on the way the audience interacts with the spreadable information and how they share the information.”

What is Spreadable Media?

■ Stickiness “Stickiness capitalizes on the easiest way companies have found to conduct business online — rather than the ways audiences want to and do experience material online.”

■ Clicks per page, SEO, how long someone stays on a page

■ Viral “relating to or involving an image, video, piece of information, etc., that is circulated rapidly and widely from one Internet user to another.”

-Once it is surrounded by conversation, it is not longer viral, it is spreadable media. ■ Viral media is a flawed way to think about distributing content through informal

or adhoc networks of consumers.

Sounds a lot like ”Stickiness” or “Viral”

Viral Media

■ Dove created a viral marketing campaign that was built on the idea of getting people to spread, or advertise, their product without realizing they were doing so. People who shared this video on social media were intending to share a video about self-confidence and natural beauty, but instead it was a commercial for the Dove brand.

• Movements of individuals • Centralized content• Unified experience or pre-

structured interactivity • Attracting and holding

attention• Scarce, finite channels• Sales force marketing• Separate and distinct roles

• Flow of ideas• Dispersed content• Diverse experiences and

open-ended participation• Encourage sharing• Many networks• Grassroots advocacy• Blurred and collaborating

roles

Stickiness Spreadability

Many web-based email clients attach a tag at the bottom of emails saying “Want a free email account? Click here.” The user of the email client didn’t select to spread this message; the act of sending a simple email actually created a viral environment.

Spreadable Media Clip

Jenkins suggests we replace “viral media” – and, by extension, “viral marketing” as the discipline that produces “viral media” — with a new term “spreadable,” which would address the issue of consumer’s agency and reflect the dynamics of content sharing much more accurately.

■ By: Dave Dalfonso

Thank You