Still fascinating and informative is this 2013 talk from Buzzfeed’s Jonah Peretti on how you get ideas to spread online (spoiler: you need both the idea and a distribution strategy), including the importance of the Bored-at-work-network:
The point he makes about needing to put as much thought into working out how to spread a piece of content as into making the content is very relevant to online political campaigning. Too often it’s just a matter of ‘we’ve got this great thing, now can we send a tweet and put it on our website?’
That’s all the more problematic when it happens in the Liberal Democrats given that dispersed volunteers play such a large part in the Lib Dem online network. You don’t get successful content sharing going without taking the time to understand, work with and support that network.