ZARRELLA’S HIERARCHY OF CONTAGIOUSNESS
A few days ago I bought and downloaded the ubiquitous eBook Zarrella’s Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas. There is a lot of stuff about social media out there but I find that many materials are fuzzy and hype-oriented. Dan Zarrella’s book is definitely different and I think that Business Analytics professionals like you will enjoy the book.
Social media have changed the way we market to our customers. But reaching the right people is not all that easy as you have probably experienced. The basic idea of Zarrella’s book is to look at why certain ideas are contagious and what you can do to make sure that your message is heard in the various social media channels. Zarrella introduces a useful model (Zarrella’s Hierarchy) that helps explain how messages get spread through social media. It is a hierarchy of three criteria:
- Exposure: People need to be exposed to a piece of content.
- Attention: Once people are exposed, will they actually notice the message?
- Motivation: Once an idea has been noticed, will people share it with others?