Viral Marketing is an exciting object or offer that is intended to spread like wildfire across the web.
A viral agent is an item, article or experience intended to initiate a dual positive reaction. Reaction 1 involves the recipient forwarding the item, article or experience to an associate. Reaction 2 is the recipient buying into your message (this can involve anything from exposing them to your name to attracting them to your website).
Your viral agent needs to be carefully woven from your central sales message and tailored to your target audience. Without this focus, you could very well end up with a bunch of traffic that you just don't want (and before you say "So what?" ask yourself what that extra strain on your servers is going to cost you).
