“I have a new video, it’s pretty cool. I’m going to make it go viral.”
“Cool, how are you going to do that? Picked a good community to promote it in to get it started? Maybe a few power users or blogs to promote it?”
“I’ll upload it to Twitter, Facebook and YouTube. I bet lots of people share it. It’s got interviews and footage of stuff and everything!”
“But why would they share it? What’s in it for them? Is it funny, witty, interesting, what?”
“We paid someone to shoot it. It’s Web 2.0!”
“This looks like stock footage with some talking heads quoting a press release…”

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