Viral marketing attempts to leverage our natural tendency to share ideas with one another through communication. As a medium, we have discovered that email is a remarkably cheap and easy communication channel and distribution network. In our current obsession with biological metaphors, we call this viral marketing because the spread of a “meme” so closely resembles the spread of a virus from host organism to host organism. But are we not robbing ourselves of a deeper insight? Have we not misplaced this metaphor? Rampant and unfettered growth of biological forms egged forward by excessive sunlight and warming of the oceans is not in any way similar to the distribution and proliferation of ideas and meanings in the exercise of mental, gestural, and verbal faculties on the part of conversing human beings—in the context of reproducing a society (which occurs as a byproduct). People talk. Viruses infect. They are passed from host to host not through a process of communication, but through physical transmission. If we’re to understand how viral marketing works, we’re going to need a model of mediated human communication, not a metaphor obtained from bad science.
- Principles of Social Interaction Design?
- Designing Social for the Enterprise
- Social design of the collaborative economy
- Mirror, surface, window – three modes of the social screen
- Gravity7 to Enterprise…UX and social in the workaday world
- The conundrum of corporate social media use
- Enterprise systems of engagement — social designers needed
- Apple, the rise and fall of “aura,” and the social brand image
- Big UX, small UX
- Instagram profiles: the social image
- The system that breaks is not the system that repairs
- Beyond the Social Object
- The medium and its messengers: story-telling and social media
- Marketers may talk value, but user experience should not
- Zen, and the art of game mechanics
I am currently UX lead and manager at DeloitteDigital, San Francisco.
I make your social media work better for people. Social Interaction Design (SxD) is user-centric approach to social media design, implementation, and strategy that accounts for how different kinds of users engage with social media, and how sites and application design and execution lead to emergent social practices. It applies to user experience design (UX), interaction design (IxD), user interface design (UI), and information architecture (IA). It draws on insights from psychology, sociology, anthropology, communication theory, and media theory. I am available for consulting to design agencies, social media agencies, startups, and social media campaign managers.
Founder, SxdSalon>, a group blog