Tip Sheet: Planning & Executing Effective Viral Campaigns

By Jeff Mascott The emergence of user-generated content on social networking platforms like YouTube, as well as the ubiquity of forward-to-a-friend tools on Web sites, have made going viral the new buzz phrase for generating buzz. While word-of-mouth (WOM) tactics have become a go-to strategy for communications professionals, some common misperceptions about planning and executing viral campaigns continue to persist. A YouTube video may only take mere hours to create, but a 30-second video clip alone is not the key to creating the word-of-mouth buzz that is the hallmark of a successful viral campaign. Planning A Viral Campaign Here are a few things to keep in mind when deciding if a viral campaign is right for your client: 1. Viral campaigns require money.

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