Viral Messages refer to marketing messages that are passed from person to person through their Social Networks. To create successful viral marketing

Viral marketing

Viral marketing, viral advertising, or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of viruses...

 messages, where success is defined as positive Return on Investment

Return on investment

Return on investment is one way of considering profits in relation to capital invested. Return on assets , return on net assets , return on capital and return on invested capital are similar measures with variations on how “investment” is defined.Marketing not only influences net profits but also...

, marketers must:

• identify individuals with high Social Networking Potential
  Social networking potential
  Social networking potential is a numeric coefficient, derived through algorithms to represent both the size of an individual's social network and their ability to influence that network...
  
   (SNP)
• communicate compelling information that induces them to purchase the marketer's offer
• communicate information that high SNPs are likely to pass on through their social network

Communication of information in media that can be easily forwarded such as Internet

Internet

The Internet is a global system of interconnected computer networks that use the standard Internet protocol suite to serve billions of users worldwide...

 videos, text messages (SMS

SMS

SMS is a form of text messaging communication on phones and mobile phones. The terms SMS or sms may also refer to:- Computer hardware :...

) can effectively augment word of mouth

Word of mouth

Word of mouth, or viva voce, is the passing of information from person to person by oral communication. Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up. Oral tradition is cultural material and...

transmission of the information throughout social networks.