December 18, 2007
Here's why your viral campaign went nowhere; why your video on YouTube is getting way fewer hits than you expected; and why your blog was a bust.
The internet is chaotic. Success is random and unpredictable. Most success is the result of one person's good, odd idea and is very hard to duplicate or recreate. Creative strategy is less important than execution on the web.
You can make a hit record by making it sound like a previous hit. You can make a hit tv show by fashioning it on a previous show. But the internet is voracious. Look-alikes are not likely to be successful.
Chaos and oddness are difficult to plan or predict. There are, and will continue to be, a lot of one-hit wonders.
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