Web207: Topic 2.4: Spreadability

This week's lecture was very interesting and discussed spreadability over the Internet and what makes certain media go 'viral'.

• Media movement online is involuntary. We wrongly assume something well produced will go viral, but that's not the case
• There are 5 factors of spreadability:

1. Widgetisation - inserting or embedding media into other things, i.e. embedded video on websites and blogs. Widgets take minimal effort. One click to share something to Facebook or follow on Twitter
2. Plenitude - the amount of choice is so large that we need to narrow things down
3. The Long Tail - the theory that lots of small purchases are as effective (or even better) than one large purchase, i.e. paying for apps for mobile devices. The Long Tail also includes back catalogues. It takes less time, space and cost to store data indefinitely now because it's digital
4. Online social networks - spreading the word through these channels are very effective
5. Participatory Culture - people have an investment into things they want to spread i.e. emotional attachment, something meaningful they believe in like gay rights, animals rights, etc. Media that encourages engagement is likely to spread more

• Viewers are multipliers, like broadcasters. Think about your Facebook feed. If you see several of your friends have read a certain book, read an article from the Guardian, or listened to a new album and gave it rave reviews - you are more likely to buy that book, read that article or listen to that album than if you hadn't read your feed
• Kony 2012 was the most successful media during 2012 because it tugged at the heart strings of most people. It was emotional and people had an invested interest in what Kony was doing in regard to slave labour
• Drillable media is not just media, but heavy deep ways of engagement with the viewer - similar to convergence. They draw the viewer into continuing engagement after the movie or TV show has finished, i.e. Masterchef encourages online voting or recipes on their website so you can visit after watching the show. This equals widespread communication

Reflection:

So to make your media content spread - you need to make it engaging, encourage participation and touch hearts. In a business sense you could make it enticing, offer incentives to spread the word, like your Facebook Page, discount services, etc.

References:

Leaver, T. (2012) ... Topic 2.4: Spreadability [Lecture]. Retrieved from http://dbs.ilectures.curtin.edu.au/lectopia/casterframe.lasso?fid=794620&cnt=true&usr=not-indicated&name=not-indicated