Joseph Jaffe sums it up with: Yo, yo...where my wasps at? What we commonly call viral marketing, Jaffe calls communal marketing. In this piece, he aptly points out the need for measurement: we need to start challenging ourselves to demonstrate and validate the business impact of "viral"/communal/CGC et al.
With over 800,000 views at the time of this posting, let's hope that Smirnoff has some way of measuring the impact.
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