Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves

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More About This Book

Overview

From Google to Facebook, a respected journalist delves into how a "viral loop" can make an online business a success.

  • Viral Loop
    Viral Loop

Editorial Reviews

Publishers Weekly
Allen's powerful voice and thoughtful vocals are the perfect medium to relay Penenberg's pronouncements about how such Web 2.0 businesses as Facebook, YouTube, Twitter, and Flickr are reconfiguring marketing models and the road to wealth—and how the mechanisms driving the growth of user-driven technologies are nothing new (remember Tupperware parties?). It's a snappy, topical read made even more memorable by Allen's performance: his vocal range is wide, but he wisely scales back his intensity to command our attention with his sheer charisma. A Hyperion hardcover (Reviews, Oct. 26). (Nov.)
More Reviews (1) Fewer Reviews
From The Critics
Penenberg (journalism, New York Univ.) explores the "viral expansion loop" phenomenon, which simply means that growth is self-perpetuating as "each new user begets more users." He divides the book into three sections covering viral businesses, marketing, and networks. First, he examines the history of viral organizations ranging from Tupperware and Ponzi schemes to early online adopters Mosaic and Netscape. In the section on viral marketing, he illustrates how entities like Hotmail successfully combine word-of-mouth with "word-of-mouse" strategies. The notion of viral synergy is discussed in the third section as Penenberg describes how companies build or stack upon one another (e.g., eBay and PayPal). Throughout, Penenberg provides insight into the entrepreneurial minds behind the most successful and most disastrous corporate viral attempts. Financial concerns as well as technical issues of scalability are realistically addressed. VERDICT Of use to those interested in starting or enhancing a business, this will also appeal to anyone curious about the legendary rise and rebirth of Silicon Valley.—Judy Brink-Drescher, Molloy Coll., Rockville Ctr., NY

Product Details

  • ISBN-13: 9781401323493
  • Publisher: Hyperion
  • Publication date: 10/13/2009
  • Pages: 288
  • Sales rank: 365,642
  • Product dimensions: 6.20 (w) x 9.30 (h) x 1.10 (d)

Meet the Author

Richard Allen is professor and chair of cinema studies at New York University. He is the author of numerous essays on Hitchcock, coeditor of two anthologies, "Alfred Hitchcock: Centenary Essays" and "Hitchcock: Past and Future," and with Sidney Gottlieb he edits the "Hitchcock Annual" for Wallflower Press.

Customer Reviews
Average Rating 3.5
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  • Posted January 10, 2010

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    I Also Recommend:

    An Amazing and fascinating Book

    Penenberg's book effectively pulls together an examination of a characteristic of the Internet he terms a "viral loop." Up to this point, I am not sure I completely understood why some Internet sites such as Ning, MySpace, and Facebook have enjoyed the success they have had. Penenberg's book helps to make that path to success more clear: these businesses have taken advantage of what he calls "viral expansion loops." In other words, they have used the proclivity of Internet users to share links and information about web sites that offer services they like to grow an online business with many users. I am not a business leader or entrepreneur, but an educator and school administrator, and I found this book so interesting I could hardly put it down. With many stories and examples, Penenberg describes the viral nature of the Internet in a way that is both engaging and thoughtful. I would recommend this book to anyone who seeks to better understand the web, not only from a business perspective, but also from a user and consumer perspective.

    1 out of 1 people found this review helpful.

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  • Posted December 5, 2009

    Great subject, amazingly complete, could not put it down.

    See my headline; this book proved to be fascinating; Penenberg knows how to write a compelling story. While thinking I knew the subject matter well, Penenberg provided information, and ways of looking at the subject (and the entire change in communications of our world!) in a different, fresh light. I've been sharing this book with friends, and can't wait to see what he writes next.

    1 out of 1 people found this review helpful.

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  • Posted December 27, 2009

    more from this reviewer

    Viral Loop: Great Insight & Stories

    I purchased the Viral Loop after hearing about it in INC. Magazine and Fast Company.

    I've always been intrigued by web-based companies and where they got their start and the stories used by Adam Penenberg were very relevant and served as good, concrete examples.

    It's an easy-to-read book and tough to put down.

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