How to fail at going viral

08/11/2014 | Harvard Business Review online/HBR Blog Network

Viral marketing is a term that leads people to think that creating certain types of content automatically converts to success, David Spitz writes. Publishing is only the first step; seeking shares is insufficient; and going viral starts with small steps. "Create a test budget to put different articles, videos, charts, and headlines in front of potential multipliers before investing more heavily behind them," Spitz writes.

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