The Science of Sharing
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In 2001, grad student Jonah Peretti accidentally created an Internet sensation when e-mails of his attempts to put “sweatshop” on sneakers customized with Nike ID went viral. In 2005, he set out to repeat his unexpected success with far different content: Black People Love Us, a parody site of a quintessentially white couple’s efforts to ingratiate themselves with African Americans. It also became a viral hit.
This convinced Peretti that the “mysterious” world of viral content can be broken down and made somewhat predictable.
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