Can the ‘Contagious Index’ Unlock the Secret to Viral Content?


What makes some social content go viral while others never get out of the gate? Wharton professor Jonah Berger and marketing agency DigitasLBi think they know.

As the author of the bestselling book Contagious: Why Things Catch On, Berger teamed up with DigitasLBi data scientists to explore the mechanics of virality and social transmission in the context of major brands. Together they have created the Contagious Index, an online social monitoring tool designed to measure the ability of brands to consistently produce viral hits on Facebook and Twitter.

According to Berger, many companies continue to be disappointed with the conversion rate between social marketing engagement and actual sales.

“There has been a lot of excitement over the years, but when brands look at the link between friends or followers and their sales, nothing is changing,” he said. “Just because something is viewed a million times doesn’t mean it has value.” [Read More]