SMM Chapter 9: Using Earned Social Media – Seeding and Viral Marketing; Chapter 15 Case Study
After reading this chapter, students should be able to
- Understand the concept of seeding.
- Explain what being viral means.
- Understand the importance of accounting for spillovers in viral marketing campaigns.
- Describe relative advantages of different methods of choosing seeds.
- Explain how to incentivize seeds.
- Explain the concept of spillovers from viral marketing campaigns.