Making Social Media Go Viral

Why does media spread? I think that media spreads when it tells a story and is surprising. People like videos they can relate to and they know others will be able to relate to. Susan Boyle was the underdog and she took everyone by surprise. One example of a feel-good video that tells a story and is a little surprising is Kid President's pep talk.

How can media engagement be valuable?
Media engagement allows people to feel like they have a voice when they are communicating with companies. It goes back to that age-old phrase, "the customer is always right." Consumers want to feel like their opinions are being heard and they can do that through social media channels such as Twitter or Facebook. I've found that airlines are generally good about responding to their customers on social media. This is just one example from one of my friends during Thanksgiving and his interaction with Frontier Airlines:

What constitutes meaningful participation?
Meaningful engagement comes when both sides of the communication come away with a new, mutually beneficial relationship. One clever campaign was Chipotle's "Wrap What You Love" contest, where the company encouraged it's customers to wrap what they love in silver or gold foil, like its burritos. The company benefited because it received a lot of positive attention and it received free, comedic content from customers.

The $10,000 award from the contest was given to a father who wrapped his four-day-old baby in gold foil.

What is the most effective way to spread media?
Make powerful statements. When your brand makes a stand for or against something, consumers have something to rally behind. The Millennial generation comprises the largest demographic of social media consumers, and individuals in that demographic are cause oriented. They like to feel like their lives have meaning and they are helping to make social changes. The Dove Real Beauty Sketches video was one of the most effective social media campaigns of 2013. The video invites its viewers to join the conversation with the hashtag #WeAreBeautiful. This campaign took a stand for real beauty and consumers who watched and shared the video felt like they were taking a stand as well.

 

Is humor simply a matter of taste or is it a vehicle?
Humor is necessary when it comes to interacting through social media. Although it may not always be appropriate, it can make a huge difference when used correctly. One example of two companies using humor came when one fan tweeted about her love for both Oreo and Kit-Kat. Kit-Kat responded two days later by challenging Oreo to a game of tic-tac-toe to win the girl's allegiance. The witty exchange between both companies received a lot of positive attention.