The value of a hit?

Jag tror värdet på uppmärksamhet måste revideras. Re-postar min kommentar i svar till Ronnestams inlägg, The Viral Triangle och hoppas att kunna fortsätta diskussionen framåt..

I, like some others, have during the last couple of years grown increasingly tired of the word viral as it has become more or less a promise rather than a phenomenon in every sales pitch leaning towards social media marketing.

And even in the cases when it's actually valid, or smart even, to have viral as a strategic key element I think there is a need to raise the question;

What's the value of a hit?

How does it associate to the brand? Something that is even more important in cross platform social marketing (the only good social marketing?)
And what does it promise the customer?
You bring up Droga 5 as an example;

Even though the campaign might be in key with their target group, aligned to your viral model and all that, bureaus today are so eager to call their success that the amazing bike ride or the incredible stunt for Eckö (graffiti on Air Force 1) are called for what they are, campaigns. A hoax.

The brand is basically telling the consumer that they need to fake it to make it.

I'm not saying that it's all bad, my point is just that even if you hold the truth behind then viral phenomena (does anyone really?) These questions must be raised in this growing race for attention.

Se också

R/W Web (som vanligt..) : Fake Viral Videos is good marketing?

&

Walter Naeslund: Help! Social Media is dying!

 

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