AlanGlazier's blog

SM & Your Eyecare Business: If It Doesn’t Spread, Its Dead: Content Creation & Proliferation – Lesson 35


A leading online trend is referred to as Spreadable Media. The term “spreadable media” was coined by Henry Jenkins, the Provost's Professor of Communication, Journalism, and Cinematic Arts at the University of Southern California, in his paper “If it Doesn’t Spread, It’s Dead”.

Spreadable media implies that for content to stay alive online - which is to say being forwarded continually - it must be shared within the social internet. Spreadable media has significant implications when it comes to business trends, from large media concerns all the way down to small businesses like yours.

So how does this apply to your business? Creating content tends to create greater visibility and awareness as it travels through unpredictable social media paths and is viewed by eyeballs of people who are in the market to patronize a business in your geographic vicinity. Your competitors’ content is being disseminated widely and likely being consumed by people you would hope to draw into your business.

For the content creator, which may be you or your competitor or both, content is usually promotional in nature, but for the consumer of the goods and service you are promoting, the content has value and is viewed as a resource.

The consumer is likely to pass along a good resource because of the value they perceive their friends will receive from it, so the value in the content you create revolves around social interactions, and the social interactions occur based on the perceived value of the content you create. Content that doesn’t have a perceived value, thus doesn’t get circulated, has no business value. And businesses not creating content in this new media world are, in terms of drawing business from this huge social pool of eyes, dead.

The trend for people to share news after assessing its value, then passing it along to their social connections is getting stronger. This has significant and long-lasting implications when it comes to your marketing efforts. Take for example the people in your social networks circulating things to you, although sometimes not too selective, they are on the cutting edge of practicing this new, spreadable media. A practice that is sure to play a large role in the way media is spread within the global culture now and going forward.

Is your business practicing spreadable media? If not, and you hope to attract the wave of people participating in the social internet, start writing!

- Alan N. Glazier, OD, FAAO
Shady Grove Eye and Vision Care
Rockville, MD

Twitter Handle: @EyeInfo

Copyright © 2010-2015 Jobson Medical Information LLC. All Rights Reserved.