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Twitter Chat: Going Viral - Where Social and PR Collide - Transcript & Summary

Twitter Chat: Going Viral - Where Social and PR Collide - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 28th November 2017.

Madalyn Sklar hosted a Twitter Chat with Jeff Barrett around the topic of “Going Viral: Where Social and PR collide”.

Details of our next Twitter Chat:

Topic: Marketing to Millennials

Guest: Chelsea Krost – Millennial Marketer & Strategist
Date & Time: Tuesday, 5th December 2017, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Jeff Barrett.

From the CEO Questions:

  1. Has any of ManageFlitter’s content gone viral? Was this by design or accident?

Guest Questions:

  1. There is no absolute formula for viral content; but there are some essential ingredients. What are they?
  2. Can you provide an example of a campaign that followed this basic formula? How’d they do it?
  3. How can marketers anticipate what will be trending next month? What should they do with this information?
  4. What are the biggest challenges of building a network? How can marketers overcome them?
  5. Think of a campaign that has gone viral. Who was involved and what role did they play?
  6. People share content they can relate to. What tips do you have for creating content that elicits emotion?
  7. Where is the intersection of social media and PR when launching a potentially viral campaign?

From the CEO Questions:

Q for @Ke_Ga) Has any of ManageFlitter’s content gone viral? Was this by design or accident? #SocialROI pic.twitter.com/MDZ0ODqlwE
— ManageFlitter (@ManageFlitter) November 28, 2017

CEO Answers

A1. No @ManageFlitter content has ever gone viral. So keen to learn more today! #SocialRoi https://t.co/g4SCbpJ3HA
— Kevin Garber (@Ke_Ga) November 28, 2017

A2. A few years back we did create a fun character @hashtaghunni with original content in an attempt to create content with viral appeal. #SocialRoi https://t.co/g4SCbpJ3HA
— Kevin Garber (@Ke_Ga) November 28, 2017

A3. My favourite video from this series is the April Fool’s day prank about Twitter closing down. https://t.co/PEhhUHwf8m #SocialRoi https://t.co/g4SCbpJ3HA
— Kevin Garber (@Ke_Ga) November 28, 2017

A4. I did however have a personal tweet accidentally go viral earlier this year! https://t.co/88gFTbraJq #SocialRoi pic.twitter.com/IaXIB1KmwW
— Kevin Garber (@Ke_Ga) November 28, 2017

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Guest Questions:

Q1: There is no absolute formula for viral content; but there are some essential ingredients. What are they? #SocialROI pic.twitter.com/SPBNkuVtBu
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A1: 1. Coordinate with influencers to share at a specific time. 2. Create content that will fit what media is looking to cover that day/week. 3. Leverage media contacts before release. 4. The more you do it the bigger your network becomes for seeding content. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A1. Putting out quality content consistently and building an audience is one ingredient #socialroi
— Cheval John (@chevd80) November 28, 2017

A1 Interaction I think is really important – talking back to those who are talking about your content #SocialROI
— Robyn Wright (@RobynsWorld) November 28, 2017

A1 I also think using the right tools for the job helps get your content viral – for example, use recommended image sizes on different platforms – really increases views/interactions #SocialROI
— Robyn Wright (@RobynsWorld) November 28, 2017

A1) Need to create content that has a strong opinion with a strong stance! Make the data BEAUTIFUL! #SocialROI
— James Mann (@jamesmann23) November 28, 2017

A1 The basic premise of #SocialMedia posts is not to try too hard, especially going for click bait. You'll spin your wheels for no likely positive result. #SocialROI
— Jim Katzaman $ #LifeInsurance $ Worker #Benefits (@JKatzaman) November 28, 2017

A1. Make it something people WANT to share! #SocialROI pic.twitter.com/Cjj6pK5bVy
— Su Doyle (@sudoyle) November 28, 2017

A1. Emotional ties to the brand that creates excitement and relevance for the community. People want to experience content and are motivated by stories they not only like, but have to share! #SocialROI https://t.co/NbQNCbAk29
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

A1a: Recent examples of successful viral content can be:
@Gatorade commercial w/ @serenawilliams
-Check our the @frntofficesport article that featured how @ATLHawks + @AtlantaFalcons used the MANTRA case to integrate their brand into a trending viral topic. #SocialROI
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

A1 Using the momentum to spread it via different channels & communities at the right time w/content that takes off (I'll always remember Chewbacca mum, she still makes me laugh) #socialROI https://t.co/fa99f9xujy
— Zala Bricelj (@ZalkaB) November 28, 2017

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Q2: Can you provide an example of a campaign that followed this basic formula? How’d they do it? #SocialROI pic.twitter.com/8Il3EVXmgF
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A2: Any big campaign does this. Dove didn’t release Real Beauty in a vacuum. Seeding content ensures you get 1M views. The rest depends on how good the content is and how well it resonates . They key to great content is reading the room, being in the moment. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A2: So many good examples here! I’d say there are a few recent ones I’ve shared w/ my classes:
@budweiserusa tribute for Derek Jeter and Houston Astros
@JJWatt Fundraising Efforts after Hurricane Harvey
All used , tapped into emotions, and strong brand voice. #SocialROI https://t.co/L4C9UUvqGh
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

A2C. Another example happened when @SamHoustonState football team and administration did a parody to call me maybe in promotion of #botpw #socialroi
— Cheval John (@chevd80) November 28, 2017

A2 my favorite one this year was the kid and journey to get free nuggets @Wendys Look at the publicity they got from this, my point is you don't need a script. #Priceless #socialroi https://t.co/CmWfzvqrV0
— Jade Alberts Consult (@Jade_A_Consult) November 28, 2017

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Q3: How can marketers anticipate what will be trending next month? What should they do with this information? #SocialROI pic.twitter.com/jilznkdKwR
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A3: Test. We use @Adobe analytics to A/B test which campaigns will work best and adjust accordingly. It’s way more effective and faster than a focus group. From there you can plan ahead for certain holidays and general things that are always on an editorial calendar. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A3: Twitter Analytics has an "Events" section – look ahead at this. #socialroi
— Tim Lewis @ Stoneham Press (@StonehamPress) November 28, 2017

GOOGLE ALERTS!!! We use this for what's happening in the #realestate industry. #SocialROI
— The Dream Team (@ADH_Dreamteam) November 28, 2017

A3. If they are doing social listening right, they can know what might be a hot topic or trend #socialroi
— Cheval John (@chevd80) November 28, 2017

I like to chat with young people, around 16-25 – ask them what apps they are using, what they are watching, cultural influences etc. Their tolerance for BS is v low & are often cultural early adopters. #SocialRoi
— Kevin Garber (@Ke_Ga) November 28, 2017

A3: Having a strong listening program in place for holidays, events, key moments related to the brand. Prepare, prepare and plan is essential! #SocialROI https://t.co/a0bLfoACfs
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

A3 you have to be on the ball, reading blogs, following the right people and not winging your digital strategy #socialroi https://t.co/cegNKfVYTK
— Jade Alberts Consult (@Jade_A_Consult) November 28, 2017

Some content is cyclical. What took off last year at this time might also work again this year.
Update what you already have and come up with new angles as well. #SocialROI
— Christoph Trappe (@CTrappe) November 28, 2017

A3. Follow influencers and forward thinkers, and consume their content. You can probably get some hints.
And google trends help you see trends. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 28, 2017

A3. I always look television schedule, news, and new product launches so I can do a CTA and tie it into trendy humor-filled visual content and get the community to invest some time for my content as well. #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) November 28, 2017

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Q4: What are the biggest challenges of building a network? How can marketers overcome them? #SocialROI pic.twitter.com/crUHnZvBXf
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A4: The misconception is that as a brand you need to create a large social network quickly. If you have 100 followers that doesn’t work but if you convince 10 people with 1M followers to share your content, you have millions. Engage rather than build. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A4. The only challenge would be people trying to figure out how to sell to them quickly and not build a community #socialroi
— Cheval John (@chevd80) November 28, 2017

A4 The biggest challenges are being consistent and driving forward. You have to be able to read trends so you can lead the pack#socialroi https://t.co/DyYHPLwnZl
— Nicholas Thickett (@NThickett) November 28, 2017

A4. Bad News: Lots of Clutter, Many Incumbents.
Good News: Still space to find your niche. And own it. #SocialROI
— Su Doyle (@sudoyle) November 28, 2017

A4. Trying to be all over the place without fully understanding their business goals & objectives, and their community and where they hang out. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 28, 2017

A4. Cutting through the noise, being seen as an expert, and finding what your community looks like in the fashion industry because it is mercurial. #SocialROI
— Dr. Dorrie Cooper (@sittingpretty61) November 28, 2017

A4 Building a network takes time. Speed it up by following lists on Twitter, use tools like @ManageFlitter and the like. #SocialRoi
— Lucille Fisher (@sageandsavvy) November 28, 2017

A4: The biggest challenges of building a network are finding the right people to provide them value. #SocialROI
— QL Tech Australia (@QLTechAustralia) November 29, 2017

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Q5: Think of a campaign that has gone viral. Who was involved and what role did they play? #SocialROI pic.twitter.com/uPvb6KZmeH
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A5: Nothing happens alone. There is always a team behind it. PR that leverages media. Creators that develop content. Marketing to make sure it’s on brand. The more you plan the more you mitigate risk. That’s important when you’re trying to get buy-in from a CMO. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A5. I can tell you @WestJet night before christmas campaign was well done https://t.co/q72tm0lGAR #socialroi
— Cheval John (@chevd80) November 28, 2017

A5) The GoPro campaign (fireman saves kitten) Hero's in action! https://t.co/sjYXEiX53q #SocialROI
— James Mann (@jamesmann23) November 28, 2017

A5: One that caused quite the talk in the sports world was University of Tennessee’s FB hiring issue. The social media community had an objection to the coach, and it spread virally. #SocialROI https://t.co/c4YsS5M6yK
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

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Q6: People share content they can relate to. What tips do you have for creating content that elicits emotion? #SocialROI pic.twitter.com/zQ0wMq52u9
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A6: People never share something that doesn’t elicit an emotion (laughter, happiness, anger, the feels). Always keep in mind that content has to do one of those 4 things. Listen first. A lot. And you’ll discover the exact tone you need to create for the audience. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A6. Make sure you do a lot of listening to what your audience is chatting about #socialroi
— Cheval John (@chevd80) November 28, 2017

A6B. Then do your research on stats which backs up your content #socialroi
— Cheval John (@chevd80) November 28, 2017

A6) Keep it positive = more shares, some Righteous Anger = discussions! #SocialROI
— James Mann (@jamesmann23) November 28, 2017

A6. OK this is using emerging tech.
But I have seen #AR #VR apps generate empathy for charitable causes by immersing people in an unfamiliar environment. #SocialROI
— Su Doyle (@sudoyle) November 28, 2017

A6. Environmental scanning and active listening. Understand your audience and their pain points. The better you understand them, the better content you can create that evokes emotions. #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) November 28, 2017

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Q7: Where is the intersection of social media and PR when launching a potentially viral campaign? #SocialROI pic.twitter.com/rUglbKMwgt
— ManageFlitter (@ManageFlitter) November 28, 2017

Guest Answers

A7: The consumer controls the conversation. You can’t build something without their input + feedback. What you ultimately want are for people to feel so strongly they become brand advocates. PR helps you find the content and keeps you on the road. Social media drives. #SocialROI
— Jeff Barrett (@BarrettAll) November 28, 2017

Other Answers

A7: Between brand voice, community, relevancy + timing. There’s no exact formula, but understand the context, community, and perception of the viral campaign is crucial. You don’t want to go viral for the wrong reasons. #SocialROI https://t.co/lz6P1biiLs
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) November 28, 2017

A7. Being on social media is indirectly part of your public relations outreach because you are building trust with potential stakeholders #socialroi
— Cheval John (@chevd80) November 28, 2017

A7B. Focusing on quality work consistently is like hitting singles because you developing your skills which will lead to a home run #socialroi
— Cheval John (@chevd80) November 28, 2017

A7. PR to me provides the facts but social media provides the virulence it's up to you to offer the incentive of humanity, the timing, and both for the visual emotionality. #SocialROI
— Dr. Dorrie Cooper (@sittingpretty61) November 28, 2017

A7 My understanding of PR is the focus on influencers and getting the right coverage for clients. The intersection appears to be leveraging your tribe on social to amplify important content/messages. #SocialRoi
— Lucille Fisher (@sageandsavvy) November 28, 2017

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 5th December 2017, 5.00pm EST.

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