Key Terms and Concepts of Viral Marketing

ARG  Alternative Reality Game - a game that takes place in both the real world and in a fantasy world, and usually involves an online component.

Astroturfing Covert and manipulative use of word of mouth.

Brand awareness  A measure of how quickly a brand is called to mind.

Buzz Online excitement and word of mouth is referred to as buzz.

Call to action  Copy that encourages users to take a particular action.

Exponential growth If growth more than doubles with each iteration, it is exponential.

Mashup When content from two or more sources is combined.

Pass on To share content with another person.

Seed The process of initiating a viral campaign through strategic online placement.

Seed audience  The initial audience from which viral growth starts.

Social currency A measure of a person’s power and influence within a defined social group.

Word of mouse Word of mouth is sometimes referred to as word of mouse online.

Word of mouth Information that is passed between people, as opposed to messages from a company to people.