Too bad good ideas don’t catch like this herpes virus.

Advertising Age – VIDEO: Questioning the Basic Assumptions of Viral Marketing:

NEW YORK (AdAge.com) — Computer modeling studies conducted by Columbia University professor Duncan Watts raise serious questions about several fundamental assumptions that anchor the viral-marketing craze. Ad Age editor-at-large Matt Creamer discusses the findings, which fault some points in the books “The Tipping Point” and “The Influentials.” Those two best-sellers helped set fire to the idea that targeting very small groups of influential consumers could ultimately send low-cost cascades of marketing messages across the culture.

The above clip is from a very interesting article about new evidence that shows how the concept of media viruses is faulty. Ironically, it seems like the concept of a meme became a media virus itself. If you read my previous post on the topic, you will know that I, too, am skeptical that memes and media viruses truly exist. After all, try this experiment: recite the Ten Commandments and then ask a total stranger to do so and see if you agree on the exact meaning of each commandment, in particular, “Though shalt not kill.” Also, if you are in a room full of people, ask each one to define the word “love.” Catch my drift?