Quality Increase of Viral Video Management on the Basis of Synergetic Approach

The article considers one of the modern methods for marketing communication – viral marketing. Users of social networks act simultaneously as a target audience and distributors (recipients) of viral video. It is suggested that users should be segmented into three basic groups: Active, interested and passive. Concentration of these types of recipients in the network determines possible scenarios of self-development of viral video: Death, survival, transformation, each scenario being characterized as a field of attractors of virus development with dying out rate, stability level and growth rate inherent in it. Dynamic and statistical indicators are proposed for assessment of virus efficiency (increase of viewings, increase of users), on the basis of which the matrix of current states of viral video is built. A methodology is proposed for assessment of the current and the future states of the virus in accordance with statistics of indicators for the previous period based on the linear regression method. Limit values of coefficients of users and video viewing increase, which corresponds to various scenarios of virus development, including instability states, are defined. The possibility of diagonal express-assessment of the matrix when the number of users and number of viewings are believed to be conditionally equal is reviewed and practically trialed.