Organic growth:

Organic growth describes a process of creation and development which is triggered bottom-up instead of top down. This means that software users are contributing to the creation and the character of the software by directly intervening or indirectly proposing changes and therefore building values into it. They also help to enhance the number of users by spreading the software through their social networks. This process is also called “viral marketing”. According to Danah Boyd, organic growth is “at the heart of social software”  (Boyd  22).

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