Is this what you want to be known for?It’s important for bosses to consider that what they go viral with will be what people will remember the company by and associate it with (until the next big thing comes along). So take a moment to think about the campaign and make sure it does in some way land messages that are on-brand and positive, enhancing rather than damaging the brand.
Be prepared for a flood of commentsWhile from the outside you may think that when your content goes viral, you can sit back and watch it happen, this isn’t the case. Going viral can take up a huge amount of internal resource. People will expect interaction, whether it’s answers to or acknowledgements of their comments. You will need to have resource for this. You will also need to be prepared for all sorts of comments – positive and negative, constructive or obscene. Agreeing how to deal with these will be important. Be prepared or risk getting it wrong and spoiling your great moment, as well as potentially damaging your brand.
It might not last longIt’s something that seems to happen every day, many times over: a video or photo or other post goes viral and gets shared on social media many thousands of times. Usually, it is something personal, but sometimes brand campaigns spread rapidly across the internet. It’s important to remember that there’s not room for everything. Most viral phenomena blow themselves out after only a few days. You have to expect this. Getting back to normal can feel a bit flat! Who knows what will go viral tomorrow? For that reason, I don’t think a brand should spend a disproportionate amount of time and effort ‘trying’ to create a viral piece of content. It will happen if it happens. For me it’s far better to focus on the key elements of a strong marketing campaign that you can control: creativity, originality, clear messaging and authenticity. And if indeed the internet does play ball, treat it as the cherry on top. Mike Rose is executive director of The Mission Marketing Group and managing director of Chapter
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