The reaction of networks is not always equal and opposite

The force of viral marketing is undeniable. It can propel the unknown to the familiar in less time than it took our imaginations to create the actual subject of the conversation.

Though velocity is a highly desirable marketing credential, without content and context there can be no anchor point from which awareness can be leveraged to permeate the culture.

It’s essential that the conversation socially shared by a network contain not only the keywords, but the true meaning intended by the marketer. Given the aptitude of the community to responsively generate its own content-context mashup and share it with even greater speed, it is essential that social networking not be the exclusive communication channel for an endeavor.

The integration of multiple messaging venues not only affords marketers with the desired awareness, but additional communication platforms from which the brand has significant control.