The key may lie in the motivation of Internet users to email that content to their social network, say researchers from Ryerson University and Simon Fraser University.
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They studied what they call ‘e-mavens’, people who spend a lot of time online, know intuitively what the next big idea is and spread marketplace information via electronic platforms, such as email.
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Dempsey and Ho identified four potential motivations that may guide an e-maven’s behaviour. First, the need to be part of a group. Second, the need to be individualistic and stand out from a crowd. Third, the need to be altruistic and fourth, the need for personal growth.
See original story here (Advertising Message Gone Viral? Thank Altruistic, Yet Image-Conscious Internet ‘E-Mavens’)
Yep. And, the best way to grow your campaign is to figure out what would work for spreading type purposes and then keep a running list of these “e-mavens”. Now you know what works and they can feel ‘in the know’ as well.
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