“Can we go viral?” is one of the most common, yet absurd questions one can get asked as a social media professional. And today, I’m diving into how to react to this question. Better yet, you’re getting a full 10-step plan on how to react to this question.

In this issue, we will go over the following:

Let’s go! 💪

-Sam

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So you just got asked to go viral…

There’s a lot of things you can do.

Releasing your anger in the gym is an option. You could also throw your phone off a mountain. Crying in a corner is also a solid option.

You can also just react like Dwight here below. That’s how I typically react if I am completely honest.

If you work in social media, you will get asked this question. If you haven’t been asked this yet in your career, then just get ready because it will happen. It’s only a matter of time.

When someone asks a social team member to go “viral” - it proves that they don’t understand how social media actually works. We don’t have a “go viral” button sitting on our desk.

Although…

Yeah that would be nice.

However, if you are asked this question by someone on your leadership team or by your manager, I’ve got your back. Here’s your playbook and 10-step game plan to approach and react. 👇

Take a deep breath and relax. This is a common question that everyone in social media gets. You’re not alone. Typically after I am asked this, I will get up and go for a quick walk. Feel free to walk away and take a quick breather.

It’s important to understand where this ask came from, its origins, and for more context. Is this an immediate request? Did the CEO just see a Liquid Death post and stunt and now he wants to be Liquid Death? I’ve learned that we really need to take a step back and get more context on the ask. If you don’t have context, you’ll have difficulty crafting your plan. Context gives clarity.

I’ve learned that “viral” means something different at every single brand and company. Did you go viral if you generated 1M views? 10M views? Generated earned media? Or is it just a 20% increase in views from always-on content and performance? This clarity is often overlooked and is needed. Ask your manager what virality looks like in their eyes, as this will set you up for success. If you don’t know your target, you won’t know if you hit or miss.

Here’s where the magic starts to happen. Now it’s time to start brainstorming.

I want you to lock yourself in a room (virtually or in-person) with some people on your team. You can do it by yourself. But I always recommend having 1-2 other people (minimum) to brainstorm with to bounce ideas off of each other. There’s strength in numbers.

You’re locked in a room (virtually or in-person), and the first thing you should do is evaluate what resources you have at your disposal. Is there budget to do a stunt or capture content? Is your designer available to design something if needed? Do you have any brand partners, creators, or influencers that could be pursued to collaborate with?

Look at everything and evaluate what you have at your disposal.

One recommendation for you. From personal experience, I have always found it highly effective to work with creators for immediate “viral” asks.

The quickest (and easiest) way to generate virality or make a moment on social media is jumping on a trend. Internet culture thrives on trends. So ask yourself, is there a popular trend right now that makes sense for your brand? Find a wave to ride and take it to the top.

In addition, you should also evaluate what top brands and creators are doing right now. What are popular content formats that are trending? What are popular series’ that are trending? Understand what others are doing and seek inspiration from them.

By now, I hope you have a better understanding of how you’re going to “go viral”. I can’t believe i’m still saying this, because being asked to go viral is just so funny to me.

However, your plan needs communicated. Your plan is also only as good as your sell-in and pitch on it. If you need help creating a deck on how to sell in social concepts and ideas, check out this issue.

By now, your plan is crafted. It was bought in. Your manager loves it.

Now…you just have to execute and craft your content. You got this.

You executed and your content is stellar. You believe you can go viral. But now what?

I always recommend getting the necessary approvals…just to be safe. Run it by your manager and make sure to have their sign-off before going live.

Then press that ‘publish’ button and let’s go viral.

Congrats! Your post went viral. Well…I hope so. Following your post, be sure to report on it.

If the post performed super well, shout it from the rooftops, share with your manager, or even put together and email recap and send it to key stakeholders. If your post didn’t pop off…why? Did you have a lack of resources? This is something to share in a recap email as well.

Asking your social media team to go “viral” is extremely looked down upon. It shows a lack of understanding of how social media works. However, I hope today’s issue gave you some peace of mind. Because now when it happens, you know how to react.

Before you go…here are a few quick hitters for you! We’ve got a new Instagram update and a few reminders.

🚨 New Instagram update just dropped. Instagram just announced that you can change the order of carousels after posting. This is a great update that social teams should be aware of. I’ll be taking advantage of this update for sure.

⛽️ Follow Cadence I lead social & brand over at Cadence, a fast-growing sports hydration brand. Be sure to give us a follow here and follow along.

✍️ Want to get featured? Have you scrolled across LinkedIn and really liked a a post about social media that deserves more hype and attention? You can submit it here for a chance to be featured in the next social pro shoutout.

📲 View the archive. Catch up on previous issues here and learn developing high-performing social strategies, social media lessons/insights, and social media career coaching tips.

🤔 Got a topic that you want to see addressed in a future issue?If so, respond to this email and let me know.

Thanks for reading and hope you have a great week!

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