As the viral craze continues at...well...a viral pace, Long outlines the following in the lead-up to the rules:
- Success bares no relation to investment - In traditional marketing there was generally a relationship between how much you spent and how many people saw your message, there is no such relationship in Viral Marketing
- Viral Marketing does not have a timeline - Traditional marketing calendars, and even the traditional marketing plan is irrelevant when executing and responding to viral marketing efforts. Viral marketing is just not that predictable, which calls for a different kind of planning
- Number of views bare little relation to reach or impact of Viral Marketing - As viral is something that is shared from person to person, you can be sure that many more people hear about it than view it (a little esoteric I know, but I talk about the Subservient Chicken constantly, and yet have only been to the site once)
The three rules are boiled down to this: Experiment, Monitor, Respond.