Special Issue Paper
Virality in social media: the SPIN Framework
Article first published online: 21 MAR 2012
Copyright © 2012 John Wiley & Sons, Ltd.
Journal of Public Affairs
Special Issue: Web 2.0, Social Media and Creative Consumers – Implications for Public Policy
Volume 12, Issue 2, pages 162–169, May 2012
How to Cite
Mills, A. J. (2012), Virality in social media: the SPIN Framework. J. Publ. Aff., 12: 162–169. doi: 10.1002/pa.1418
- Issue published online: 8 MAY 2012
- Article first published online: 21 MAR 2012
This paper begins by providing foundational descriptions of the social media environment and viral marketing, including relevant examples from current public policy events. Then, proposed is a conceptual model of virality in social media, induced from analysis of successful viral marketing campaigns. The SPIN Framework suggests four key success factors for viral campaigns: spreadability, propagativity, integration and nexus. Finally, both theoretical and actionable implications for scholars and public policy makers alike are discussed. Copyright © 2012 John Wiley & Sons, Ltd.