Why do some ideas catch in social media and others go no where? Why do some videos get passed around and reach that coveted “viral” status? Why do some crisis issues have a blip and disappear and while others keep getting talked about?
One of the simplest and best indicators is this: the more widely and/or deeply felt the issue or topic, the greater its life and “social effect.”
One big reason the Ketchum @keyinfluencer Twitter gaffe this month was a big deal was because of the extraordinary growth of Twitter, and the equally extraordinary skepticism about the role of Twitter in business. There’s no denying the widespread interest in seeing a Twitter “business case study” played out before our eyes. It’s a widely felt issue.
Tim Washer’s hilarious IBM Mainframe videos were such a hit because so many of us have either worked for an incompetent boss or we’ve sat through painful sales meetings, like the ones depicted in the video.
Jeff Jarvis was able to light up Dell Hell a few years back because so many people shared similar frustrations about Dell.
Think about other popular issues — some positive and helping a company’s reputation, others hurting — and you’ll see the pattern. Deeply and widely felt. The Motrin Moms. Obama’s change platform.
As you look at how to “social mediafy” your marketing and communications, a helpful first step is asking: “what do our customers deeply and widely care about?”