"Viral" products common in a variety of flavors, each of which entails its own strategy, writes Uzi Shmilovici. Some products, such as social games, rely on automatic notifications to create awareness, while more traditional word-of-mouth efforts draw on the special relationship between a product and its user to fuel conversation. No matter which type you pursue, results can be measured by charting the number of people affected by the campaign and the time it takes a viral action to convert a new user, Shmilovici writes.

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