Going Viral Isn’t Enough
Everyone wants their content going viral. But is your business ready for it?
There’s no point in being seen by a million people if they have no easy way to get in touch with you again.
In a world that’s increasingly online, with shrinking high streets and fewer landlines, where can someone get in touch with your business?
Chances are, people get in touch with you online. Facebook, Twitter, LinkedIn, and Instagram are casual, easy ways to connect. Sending a tweet or messaging a Facebook page is much easier than sending an email or picking up the phone. Even a contact form on a website can’t compete.
And where are people sharing your content or talking about your business when you do go viral?
On social media.
Going Viral? Prepare for Press.
There’s no reason why going viral has to be limited to ‘fifteen minutes of fame’. With a proactive approach, businesses can use digital marketing to create a foundation for press coverage.
To get the best results from your PR team, you’ll want to involve social media marketing from day one. Press and social are two separate aspects of your marketing that work best together. You can even use social media to build a better media network for your business.
So how can press and social media work together?
A few simple ways include using social to share prominent features, add additional commentary, and reply to the comments on the article. If you’re ‘around’, people are able to tag you when they talk about you.
And when you use social to connect to the press, you can often get a ‘heads up’ about incoming pieces. You might even get more opportunities to be mentioned in the first place.
Twitter has a famously large media presence. Famous brands, as well as individual journalists, frequently use the platform to find information, quotes, and useful bits (like good tweets to embed) for their articles. LinkedIn is another way to connect to professionals.
However, you could start this relationship on a more open platform like Twitter. Just to make sure you’re a good fit.
Don’t Hit Publish Without Social Media
Going viral with a blog post can be a dream. It only takes the right combination of strategy, quality, networking, and luck. Then businesses can reap the benefits of a viral post or page on their own website. All of that traffic is now yours. And that means it’s yours to lose.
Viral content is often viral for its entertainment value. It’s either informative, shocking, or emotionally moving. Ultimately, it catches the attention enough to make someone say, “I want to share this.” (Hopefully, you haven’t gone viral for the wrong reasons… Like with #susanalbumparty.) You want to go viral because your content has made a connection.
So you can imagine the lost opportunity when an eager new fan tries to find you on social media and all they can find is an outdated “Happy Christmas!” graphic from three years ago.
If you publish content or share your ideas somewhere online, even if those ideas are products listed on your website, then there’s absolutely no reason why you can’t prepare at least the bare minimum of social media content to support your brand’s presence.
Ultimately, social media is a part of the bigger digital marketing puzzle. It won’t guarantee success on its own. But by combining press, social media, advertising, and long-format content you’re using every piece to amplify the others.
In today’s hectic digital world, we all need to generate as much noise as we can.
5 Quick Things to Do Now Before Your Business Goes Viral Online
- Create social media profiles for your brand across ALL popular platforms. You don’t want someone to grab your username and impersonate you.
- After creating a strategy (even a basic one), stay active on your chosen platforms.
- Add your social media links clearly to your website, business materials, and other customer-facing assets. You want your biggest fans to be there first.
- Set up and regularly track both social media mentions and web mentions of your company, C-suite team members, and other key terms. (You’d be surprised how many media mentions, even in a top magazine, will go unnoticed otherwise.)
- Audit your profiles and profile security across your team. This is for your business as well as for your employees.