Virality in social media: the SPIN Framework


Adam J. Mills, Beedie School of Business, Simon Fraser University, 500 Granville Street, Vancouver, BC, Canada, V6C 1W6.



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.