What Are Virtual Chain Reactions?

by Jay Deragon on 02/11/2009

Today whether you are a major brand or just an individual communicating an opinion has its implications. The “how and what” you communicate can cause a virtual chain reaction. Your communications methods will create results, both good and bad.

Understanding the dynamics and methodologies of Virtual Chain Reactions (VCR) is a critical strategy to adopting Socialutions aimed at improved results. VCR is word of mouth on steroids.

What are Virtual Chain Reactions?

A virtual chain reaction is a sequence of reactions where a communications product or by-product causes additional reactions to take place. It is a self-amplifying virtual chain of events.

  • The Communications Chain Reaction: a message is copied resulting in a larger number of participants consuming information than in the initial chain reaction.
  • Virtual Reactions, where communications throughout the web create a reaction is itself a virtual reaction which can cause more similar reactions.
  • Virtual Avalanche Process: Collisions of virtual stories or opinions in numerous communities forming “new” stories or opinions to undergo the same process in successive cycles.
  • Market perceptions and impacts are seen as the gradual and sometimes immediate outcomes of Virtual Chain Reactions and subject to ongoing influence.

The virtual chain reaction (VCR) is an emerging dynamic perpetuated by more and more people engaging in social media. As VCR progresses, the dynamics generated is itself used as templates for replication. This sets in motion a chain reaction in which the VCR dynamics are exponentially amplified. With VCR it is possible to amplify a single or few copies of a story or a piece of information across several orders of magnitude, generating millions or more copies of the original story or opinion.

VCR can be extensively modified to perform a wide array of virtual manipulations. VCR is the new dynamic of influence and not understanding it can be detrimental to a business and an individual.

What Does VCR Change?

It changes everything! A brand can no longer afford simply sending out a press release announcing a new product, an acquisition or their plans for social initiatives. The wrong message, whether it be in the words used or the visions stated, can and will create a negative VCR and subsequently the brand has lost control of their message to the readers. Loosing control of the message means you have no control over the impact. Negative impacts can change your brand equity, customer satisfaction indexes, loyalty, value perceptions and ultimately the share price.

Organizations and individuals alike are being and will continue to be impacted by VCR. The more people, and there is a lot of them, whom engage in social computing the greater the force of the implications of VCR becomes. To manage VCR organizations need to learn how to engage people and their opinions in order to create an intended VCR. Otherwise the people will create a VCR which may not produce the kind of results an organization desires.

The Socialution to VCR is changing the methods and that requires changing your thinking first.

What say you?

{ 3 comments }

Alan See February 11, 2009 at 7:08 am

RT @JDeragon:Virtual Chain Reaction?: The Socialution to VCR is changing the methods & that requires changing you. http://tinyurl.com/65ybuj

prblogs February 11, 2009 at 6:20 am

RelationshipEcon: What Are Virtual Chain Reactions?: The Socialution to VCR is changing the met.. http://tinyurl.com/65ybuj

JDeragon February 11, 2009 at 6:11 am

What Are Virtual Chain Reactions?: The Socialution to VCR is changing the methods and that requires changing you.. http://tinyurl.com/65ybuj

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