I’ve been working with Henry Jenkins, Joshua Green, and a host of others for the past few years on the distinction between spreadable media and “viral media” (for a book that comes out next January). “Viral media” describes getting people to promote something without even meaning to. A Facebook app that auto-generates a message every time you read something, or buy a pig, etc. An email service that sends a little marketing line along with every message you send. Or spam. Meanwhile, spreadable media refers to content that the audience might decide to share, for their own purposes.

But part of thinking about, from the audience’s shoes, what might actually be useful from the company requires a lot of work, as you suggest, Ryan. And it isn’t as easy to measure as taking a headcount…because if you just need some numbers, Ryan points out how easy it is to make that happen. This can be done to create the illusion of success to higher-ups. Or this could even get legitimate views, but not in ways that actually build any kind of longer-term relationship or do either the company or the audience any real good….

There is no such thing as bad publicity.

This statement definitely applies to this situation. Obviously, this guy was/is a jerk, but he definitely knows how to make a splash (and has the connections to do so as well).

Whether it is bad or good, people are gonna be hearing about Ryan Holiday.

negative much?

Also, Ryan, you’re clearly a smart guy, but Dov Charney and Tucker Max are some of the most sexist dudes around. I’m curious to know if “reform” extends to who you take on as clients, too. Because from my standpoint, getting great press about men who exploit women isn’t a winning game.