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What Makes a Story Go Viral with Marketing Strategist Ryan Holiday

Ryan Holiday has made a healthy career out of helping people strategize their media impact, and he takes that knowledge and shares with us some of the important factors to keep in mind when digesting news.
We talk about how the media emphasis has shifted away from objectivity, how stories go viral, and figuring out just whose pocket reporters are in anyway. It’s a refreshingly honest discussion on the way we get our information.

Guest Bio

Ryan Holiday is media strategist for notorious clients like Tucker Max and Dov Charney. After dropping out of college at 19 to apprentice under the strategist Robert Greene, he went on to advise many bestselling authors and multi-platinum musicians. He is the Director of Marketing at American Apparel, where his work in advertising was internationally known. His strategies are used as case studies by Twitter, YouTube and Google and have been written about in AdAge, The New York Times, Gawker and Fast Company. He currently lives in New Orleans.

Episode Breakdown

00:01 Media Mayhem Introduction
00:40 Welcoming Ryan Holiday.
02:37 “Scoops drive profits”–the TMZ/Gawker model and taking credit for other people’s work.
05:50 Is the news only about the scoop, or about the context too?
06:39 The internet model of journalism: Page views vs. pay rate.
08:54 Understanding what goes viral.
11:17 Opinionated journalism and trying to chase traffic.
13:10 The online media’s influence on print media, “Newspapers have to compete with blogs that are competing with porn.”
15:41 The Journalism Investor Industrial Complex–Online conflict of interest.
20:12 “Full disclosure” covering Hollywood and Silicon Valley.
21:53 The ethics of journalism having to be re-learned by bloggers.
23:57 Response to the Obama anti-Romney commercial.
26:49 The issue for viewers to avoid.
28:30 The illusion of being informed in the online media.
34:55 “News summary,” and rewording unfiltered and unvetted sources.
36:59 The Mayhem Round with Nick.
37:27 Analyzing the Shell Oil Hoax and Greenpeace’s media manipulation.
43:39 Being called a liar by the NYT.
47:34 Thanks and Goodbye!

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Guest Bio

Ryan Holiday is media strategist for notorious clients like Tucker Max and Dov Charney. After dropping out of college at 19 to apprentice under the strategist Robert Greene, he went on to advise many bestselling authors and multi-platinum musicians. He is the Director of Marketing at American Apparel, where his work in advertising was internationally known. His strategies are used as case studies by Twitter, YouTube and Google and have been written about in AdAge, The New York Times, Gawker and Fast Company. He currently lives in New Orleans.

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