Breakdown of the rise and fall of orut

In Chapter 4 of Strategic Social Media: From Marketing to Social Change  by L. Meghan Mahoney and Tang Tang, the authors examine a powerful example of how social media content can quickly spread, and just as quickly spiral out of control. The “Breast Cancer Meme” case reveals an important lesson for marketers, nonprofit leaders, and digital strategists: virality does not equal impact. This case challenges us to rethink how we define success in social media marketing, especially when the goal...

Lessons from Warby Parker on Mastering Disruptive Marketing Strategies