Spread Ability

Spread ability is making something which is shareable and interactive, it is the wider distribution and circulation of information of media platforms. This is done in two ways, through technology and the connection to audiences. This concept refers to the potential which audiences have to share the content they are seeing not only for their own purposes but for others as well. There are consequences of sharing media and that is the loss of control of ownership of the media which is being shared. Spreadability has allowed social media influencers and internet users to share new content as well as remixing and remastering other work to spread their content across platforms. Henry Jenkins states 'if it doesn't spread, it's dead'. He further states that we now live in a world where more and more of us are creating media, we are progressively getting more involved within the media world. There are ways to engage people in different ways which will attract a wider audience, the content has to follow with the audiences agenda, ideology, and sense of humour.

There are benefits of online and social marketing, such as; it is cheaper, it is international and nation, it's fast and easier to reach/attract a target audience and it is interactive. There are also consequence and disadvantages of online and social marketing. Such as, social media slowly killing activism and replacing it with 'slacktivism'. While social media is bringing an increasing amount of awareness about societal issues there are questions as to whether this awareness is translating into real change. Individuals would argue that social sharing is encouraging people to use online networks and phones / computers to express their concerns on social issues without physically engaging actively with campaigns in real life. Support is decreasing and becoming limited. Another disadvantage of online and social marketing is that a low number of social shares can inevitably lead to negative social proof and destroy business credibility.