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. It’s a cruel joke, especially considering most communications execs have had the same experience: Their boss or client says “do viral marketing” for fill-in-the-blank campaign, and he/she is not interested in hearing that such a thing isn’t up them. But remove the pressure that comes with these labels and approach the marketing initiative from an integrated vantage point, and you just might find that the buzz will follow.
Get Buzzed: Driving Bottom-Line Results via Integrated Marketing
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