Everywhere I turn lately I see businesses buying into the idea of creating viral content, usually videos, in hopes of hitting the social media lottery. It’s a terrible idea, here’s why:
Name the most successful viral video of 2009.
Chances are you can’t and that’s the point.
Going viral isn’t a Social Media Strategy
If social media is about building relationships (and it is) viral content is the equivalent of a one night stand. Even if you succeed in creating the next Old Spice Man or Subservient Chicken you’ve poured precious time and resources into a one-hit wonder. Proctor & Gamble and Burger King can afford this, you can’t.
Forget viral, go sustainable.
20 real connections is more valuable to your organization than 2000 casual likes/follows.
Focus on building strong and engaging long-term relationships. Most anyone knows that long-term relationships take time and it’s no different in social media. I can’t name the most successful viral video of 2009 but I can name 10 online brands that enhance my life and educate me on a consistent basis.
Your financial plan isn’t built around playing the lottery, why should your social media strategy be any different.
