Over the past few years, I've become a fan of Wharton Professor Jonah Berger's research. He now has a book out titled, Contagious: Why Things Catch On. Fast Company has profiled his book, and they offer a summary of the basic steps he has outlined for making something go viral. Berger refers to it as the STEPPS method:
- Social Currency: We share things that make us look good (even if that means pictures of our cat).
- Triggers: Easily memorable information means it's top of mind and tip of the tongue.
- Emotion: When we care, we share.
- Public: Built to show, built to grow.
- Practical Value: News people can use.
- Stories: People are inherent storytellers, and all great brands also learn to tell stories. Information travels under the guise of idle chatter.
