Contagious Book Review

I read Contagious: Why Things Catch On by Jonah Berger looking for an explanation of the phenomenon of why some ads, videos, or news stories go viral. I received a complimentary copy of the book to read through BzzAgent, and I was excited that a book had been written about the subject matter. I have recently become involved in product testing and the corresponding social media marketing, so I was looking forward to reading it because this topic seems so timely and appeals to my interests.

I liked this book! I found it to be an easy read with easily understood examples and explanations.  I thought it was well laid out and appreciated the many anecdotal examples illustrating why things catch on. I found the acronym "STEPPS" to be helpful for remembering the various elements that Jonah Berger discusses. I found myself thinking "Yes!" when presented with concepts that are very intuitive and yet hard to describe as far as distilling them down to the basic social elements at work.


S - Social Currency: Something that makes you look good to your peers.
T - Triggers: There needs to be something that brings the product or idea to mind.
E - Emotion: Does not always mean a positive emotion, but a feeling about it.
P - Public: Needs to be visible, even if we are talking about something normally private.
P -  Practical Value: Is it a good deal?  Does not always mean financially.
S - Stories: Content is usually more likely to be passed on if there is a narrative, not just facts.

The various elements that can/should be present for something to be shared by a wide audience were supported by studies and stories to provide explanation and insight. I do not curently own a business, but I can see how distilling the properties of a viral event would make it easier for a business owner or advertising executive to maximize the chances of striking gold and designing a message that would really get out there.

I would recommend this book for people who are looking for some easily understandable ways to enhance their social marketing efforts. I was informed and entertained by the subject matter, and I think that Contagious: Why Things Catch On certainly succeeded as promised.