Get Buzzed: Driving Bottom-Line Results via Integrated Marketing

It just might be the worst-kept secret of social media marketing: You can’t make something “go viral,” nor can you force a campaign to generate “buzz.” Rather, these online marketing standards are met only upon an initiative’s execution and its subsequent warm reception from target audiences. They are the ones who control and define viral/buzz-worthiness, not the communications executives who painstakingly shape messaging, test concepts and executive strategies.