The author provides a viral marketing toolkit--exploring the use of each tool in social media, as well as differences between connected terms such as marketing buzz. Viral advertising, as a significant tool and source of viral message, is discussed in detail with examples of various companies' viral campaigns.

Table of Contents

• Preface
• Acknowledgments
• Chapter 1 Viral Marketing
• Chapter 2 The Social Network
• Chapter 3 Viral Marketing Media
• Chapter 4 Viral Marketing Characteristics and Tools
• Chapter 5 Viral Advertising
• Chapter 6 Hybrid Marketing
• Chapter 7 Releasing the Virus
• Chapter 8 Results and Evaluation
• Chapter 9 Negative Viral Campaigns
• Chapter 10 Conclusions
• References