Viral Content

In the study done by Jonah Berger and Katherine L. Milkman What Makes Content Go Viral, they researched why certain online content is more viral than others. They found through collecting data from New York Times articles published over a 3 month period, positive content is more viral than negative. They also found the relationship between emotion and social transmission is more complex. Virality is driven by physiological arousal, which is a state of mobilization. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that is more deactivating such as sadness is less viral. The study is important because it helps marketers and PR professional create more effective social media campaigns. 

Based this study, a connection can be made the "opinion leaders" Laserfeld refers to in his study of two-step flow, are mostly sharing positive content. I would even conclude the negative emotions like anger which were found to be highly viral could also be positive. I believe in most cases the sharing of content that is negative isn't meant to create negativity, but instead to ignite justice for all. 

It personally helps me, so I am able to understand not only what I should be posting but how to write the content. Being apart of Relay For Life is a amazing experience, because it is are creating hope for people who are in need. I didn't understand the impact until I join the committee and started researching American Cancer Society and Relay. It is important to create a positive and uplifting message not only for the students who are attending, but for the survivors and caregivers. They need to know that we believe they can carry on too. 

Cancer having a negative tone anyway, I don't want the content I'm posting in the page to be depressing. Therefore it is important to post content that is inspiring and motivational, but create a positive outlook for the more negative stories.