LOS ANGELES, CA--(Marketwire - October 7, 2009) - LSI -- Johnny Royal, CEO of social media and viral branding agency Luthier Society, published the first white paper on Social Media 3.0 today. The Social Media 3.0 and Future of Viral Marketing White Paper discusses the incessant changes of social media and key concepts behind cutting edge emerging technologies that are helping to shape the short-term and long-term strategies behind viral marketing.

A great deal of Royal's Social Media 3.0 White Paper is based on his research of successful viral branding and social media campaigns that have deployed technologies that are both emerging as well as many that have yet to advance beyond BETA. Some of the aspects of the white paper cover viral strategies that Royal and Luthier Society have found to contain high-level organic conversion rates, such as the pairing of Michael Welch with iNDELIBLE's creative branding campaign for AcZone, the eTeam aggregation for rock band Pop Evil (who were up-streamed to Universal Republic from Pazzo Records just short of 10 months into the campaign) and the recent momentum being built around the feature film release of "FIX," starring Olivia Wilde.

Johnny Royal's White Paper on Social Media 3.0 also discusses solutions for inoperability between multi-media platforms, the evolution of the micro-blogosphere and advances in mobile applications for marketing platforms. Some of the more advanced aspects of the research consider various metrics platforms and their specific areas of expertise for various types of social media campaigns. The paper also includes further detail on Luthier Society's proprietary ROI weighted value metric analysis software, Archimedes 1.0, which is set to launch in 2010.

Luthier Society, Inc. is a boutique social media and viral branding agency based in Los Angeles, CA that provides all aspects of online communications for the entertainment and technology industries. Clients range from Universal Records to Sony. Luthier Society, Inc. was founded by Johnny Royal in 2007.

Johnny Royal's Social Media 3.0 White Paper http://www.luthiersociety.com/whitepaper/White-Paper-3.0.pdf

Contact Information: For Press and Media http://www.luthiersociety.com 323.825.4499