The slow build-up to a frenzy of "published", "grass-roots" media snippets (news items, trailers, seemingly innocuous and random "facts" about people or media) in the run-up to the release of a new movie, song, or other media.
January 2014: Hey, did you read this funny thing about the upcoming Star Wars movies?
August 2014: Woah! Someone captured drone-cam footage of the Millennium Falcon from the new Star Wars movies!
November 2014: Jeezy-Creezy, check out this stolen footage of the new Star Wars movie! It almost looks like viral chumming!
The practice of luring friends (Facebook Sharks), by throwing "chum" into the water. Chum usually consists of political or religious comments... far too tempting for a Shark to ignore. The water in this case would be status updates and walls.
Related to:
Facebook Shark:
A fiercely opionated friend with a voracious appetite for debate. Someone who will pounce on loose comments and opinions and attack without mercy.
When someone knows a Facebook Shark is around... Facebook Chumming would be making a comment like:
"The Church isn't interested in money or power...."
When a fisherman is performing intercourse with their spouse and spontaneous vomits. This creates chum which can be used later in the day. Human discharge may also be added to said chum
“I decided that me and (spouse) should do some active chumming and now we’ve got a years worth of supply!”
Man, after the season finale of "Idol" last week, there was a huge after party. I hear that Paula Abdul was Cumming Around the Mountain on one of the contestants! I wish I was there!