Being Comfortable with Going Viral

It is amazing how a clever idea in a small corner of the online world can spread like wildfire and become an internet sensation. It is the best example of why social media and inbound marketing are essential to any organization's marketing strategy. But is can also be a warning to how important it is to closely monitor your online "reputation," so to speak, because it can quickly go from stellar to sleazy.

There are thousands of examples of how a great idea can run wild. Look at the Day at the Office video, the Whopper Sacrifice Facebook application, or the Dancing Wedding Party video. All of these internet phenoms had no idea the impact their content would have. And in the case of the lip syncing office and dancing wedding party, their goal was probably nothing more than having a good time and sharing it with a few friends. And really, that's the basis of this entire concept.

Going viral hinges on the fact that great ideas take off with just a little push from its creators. If you have the creativity to put together something truly clever, meaningful, or funny, it has the immediate opportunity to jump out of your hands and into the hands of the many individuals each day who patrol the world wide web for new content.

The idea that things can travel so fast is inspiring. It's amazing to see the impact that new ideas can have. And for organizations, it's exciting to know that something you created resonated so strongly with people outside your business that they cared enough to not only look at it themselves but to pass it on. It is the ultimate compliment. And it is what makes relationship based marketing so fun.

Many companies, however, hesitate to open themselves and their ideas up to the online world. Because opening yourself or your business up makes you vulnerable to the negative as much as the positive. You may experience some negative reactions as well as good. You do run the risk of your online reputation getting shaky. These concerns are valid. The brand image your company maintains is very valuable, and you wouldn't want to do anything that could ruin your hard work. But ultimately, I think these worries are far outweighed by the possible successes you could experience.

The internet is a forgiving place. And with new content available so often, if you do happen to crash and burn in your first couple attempts to create a video, a blog entry, or an online following it doesn't mean your online corporate life is over. It takes time to find the right mix of online content. It takes time to find the best way to reach out to your current and potential customers in a fun and engaging way. And it is very likely that at some point something you create will not work. And that's OK. Don't let the worry prevent you from trying it.

Going viral can be an exhilarating as it can be intimidating. But giving it a try is the best new way for your organization, or you personally, to create a new way to reach out to those around you.