Judging from my Facebook feed, the chances of a business creating viral content are not good. People are interested in promoting their causes, political, social, cultural, and religious. They are not interested in promoting brands.
It is far more realistic to use your social channels,
Facebook, YouTube, etc., as a way to strengthen existing
relationships and give prospects a low pressure way to
get to know you. You want your social media campaign to
help with customer retention and lead generation. If you
achieve these goals you have succeeded.
However, if you are determined to see your content on
the front page of the Intenet as it were, there are ways to
increase the possibility of that happening; go cute, go for
humor, or go for inspiration.
Adopting a cute mascot is a great way to gain attention,
the Linux Penguin is an excellent example of this. Stay
away from the obscure and difficult to pronounce. Free
software's Gnu has never had the same box office appeal.
Humor is an excellent way to get attention,
if you remember the
golden rule of humor: good humor invites people in. It is
good to laugh at yourself; it is never acceptable to laugh
at others. Leave that to comedians and cartoonists. The
classic Joe Izuzu commercial poked fun at the
exaggerated claims of car salesmen while at the same
time communicating that Izuzu offers excellent value for
Inspiration is a great approach if you can get it right. Avoid empty inspirational proverbs that can make you look presumptuous and ridiculous. The recent
Dove real beauty ad is an excellent example of appealing to inspiration. The commercial says that women are more beautiful than they give themselves credit for, which is a wonderful message. This commercial has over
two million views on YouTube, an outstanding success.
It is better to set realistic goals for your social media
campaign to build community and generate leads. But it is
possible to create a viral campaign.