Contagious: Why Things Catch On

Virality is most valuable when the brand or product benefit is integral to the story.

And that is the magic of stories. Information travels under the guise of what seems like idle chatter.

TRIGGERED TO TALK

The answer was definitive: positive articles were more likely to be highly shared than negative ones. Stories about things like newcomers falling in love with New York City were, on average, 13 percent more likely to make the Most E-Mailed list than pieces that detailed things like the death of a popular zookeeper.

SYSTEMATICALLY ANALYZING THE MOST E-MAILED LIST

SIX PRINCIPLES OF CONTAGIOUSNESS

Introduction: Why Things Catch On

ARE SOME THINGS JUST BORN WORD-OF-MOUTH WORTHY?

THE POWER OF OBSERVABILITY

STORIES AS VESSELS