Viral By Design: Teams in the Networked World
Harvard Business Review
APRIL 2, 2012
team that masterminded the campaign comprised veteran media activists and fundraisers pursuing a common enough goal (a criminal's arrest), but using skills and means unique to the digital age: a viral message, built on a 30-minute video, self-replicating among millions of real-world and online partisans across networks. Emergent, yes.
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