Get a few social media professionals together, and they’ll undoubtedly start commiserating about higher-ups who say things like, “Let’s make this go viral!” They’ll sigh and roll their eyes. Executives. Oh, executives.
What’s so wrong with wanting something to go viral? Nothing really, but it’s just not something you can control. It’s like saying, “Let’s make this book a bestseller,” or “This pop star is going to go platinum!” Your company can produce a $2 million YouTube video that’s been extensively focus-grouped and placed on every corner of the World Wide Web … and it’ll still end up being overshadowed by some teenager’s cell phone shots of a baby seal playing a harmonica.