Save the puppy. Don't demand a viral video.

Over on The Social Media Marketing Blog, Scott Monty has a succinct take on the chronic misunderstanding of the term "viral video."

Honestly, as someone who has complained about this for a while now, I have to say I'm admitting defeat. If people want to call any off-beat clip a "viral video," I don't think a few social-media obsessives can hold back the tide.

The issue is that saying  "We should make a viral video!" is about like me saying, "I should write a best-selling book!"

Viral means that it already succeeded, although "succeeded" might not be the word you used if you were the one looking like an ass in front of a few million people.

The real problem isn't the term "viral." It's the fact that for many people, social media is synonymous with weird stuff going viral.  This distracts marketers and clients from the fact that social media is about conversation and discovery and sharing ideas.

OK fine. It's also about people looking stupid.

Comments

[Patchchord]

Good god. Haven't we buried this one yet?

[Szczepanik]

Thanks for the "best-selling book" metaphor. I've been looking for an argument like that.