We talk about how viral isn’t created. It just happens. Ever so true but explained even better in this posting by Abbey Klaassen on Ad Age. The comments are brilliant and speak to the ingredients of what happens when you forget that social media is about conversations and not forced messages. In the case with the Microsoft ads, we are able to compare results between traditional marketing vs. social currency.
As you embark on your next campaign, and it involves a Youtube page, or a Facebook, or any social media, take a hard look at what content you are introducing into the space. Does it have the right ingredients to spark conversations and involve your audience. Does it have social power?