content. In parallel, the statement was aimed at those decision makers whoassign such projects.Content, no matter how brilliant, creative, abstract, or controversial, is notinherently viral. Yet, we're asked repeatedly to create viral videos, posts, andothersocial objectsthat will trigger an endless array of retweets, pages andprofiles that immediately attract fans and followers accompanied by a deafening wall of sound propelled by word of mouth.Content doesn't make something viral; people are the primary source of poweringsocial objects across the attention nodes that connect thehuman network .Despite what appears commonsensical, we're surprised when our brainchilddoesn't attract the views, attention, and circulation we believe it deserves.The reality of social media is this, in the attention economy, information isn'trandomly discovered and broadly disseminated. It is strategically positioned toeither appear when someone searches for a related keyword or it's presented tosomeone manually and deliberately.
As individuals, we no longer find information,it finds us.
The same is true aboutsocial objects. We must create packaged content withsocial hooks that comprise the story we wish to tell and the action we hope tospark - whether it's through video, text, images, badges, widgets, or apps. Whilethere is no such thing as viral marketing in and of itself, marketing inspired tocatalyze word of mouth ( WOMM) is a bit more thoughtful and calculated in itsapproach and it usually seeks options in and around Social Media.
Good Ideas are Worth Sharing
Ideas represent change whose time has come...
At the heart of any campaign is an idea. And even though good ideas are worthsharing, in order to have any hope of going "viral," social objects requiresustenance and herding. Essentially, our job is to not only create the content, but
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis