Publisher’s Weekly, 10/5/2009

Facebook may have 300 million users, but that doesn’t mean that these social digerati are easy to reach—which explains why advertising on the so-called social Web so far has largely been a dud. So when journalist Adam Penenberg approached StudioE9 to create an online marketing campaign for his new book, Viral Loop, we recognized a unique opportunity: we would design and implement a proof of concept for his book. In essence, set out to create a viral loop around Viral Loop.

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Emergent systems ( or just “emergence” ) is a mathematical model that remains elusive despite wide use and frequent occurrence in nature. A flock of birds may be thought of as an example of an emergent structure. No one bird controls the direction of the flock, yet a complex pattern arises out of a multiplicity of simple interactions.

There are many examples of emergence in biology (swarms, colonies and biospheres), chemistry (polypeptide chains), physics (color), psychology (the mind), ecnomomies (stock market), cities (urban planning), mathematics (mobius strip), and, of course, networks (topologies). Let’s consider social networking.
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