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Going viral can be a lot of fun, and for a business it can be really profitable. But at what cost?

One fan wasn’t doing it for the business, but he went viral in a very un-recommended way. @MasoneDylan posted on Twitter that he’d run across the field at the Major League Baseball All-Star game if he got 1,000 retweets. He ended up getting 3,552.

Now, I have to ask this question: What would you do for 1,000 retweets?

Keep in mind that a retweet doesn’t necessarily mean more money in your pocket. Those social media users may never visit your website and may never buy your widget. But you’d get a lot of publicity, especially if you do something stupid like interrupt a professional sporting event.

Some people get desperate for attention. Business owners are not immune to it either. Be sure, before you do something risky, that you stand at least a good chance of seeing positive results from your crazy antics. It’s OK to do something wild from time to time as long as you don’t endanger people’s lives and you don’t end up ruining your reputation. These kinds of antics are a risk.

If you want to go viral, think a little on the crazy side, but stay away from the stupid side.

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