Good question. But I’m not sure anybody knows the answer.
Yes, the message (document, site, article, slogan, image, opinion, etc.) must be easy to share. And yes, it must be worthy of sharing. But what does that mean?
Interesting? Helpful? Weird? Funny (or fun?)
Should it feature something relevant to the recipient or could it just fall into the category of “human interest”?
I don’t know.
I just know that it happens, and when it does, it can get a lot of attention. Maybe that attention will lead to something good for the person who shared it. Or maybe it won’t.
Which is why I don’t think we should spend a lot of time trying to figure out what makes something go viral, or trying to light a fire to make that happen.
If it’s funny or interesting (enough) it will be shared. Organically. If it isn’t, there isn’t a lot we can do to be certain of that happening.
But what do I know?
One thing I do know is that if we have something we’d like to be shared (and potentially go viral), we should ask the people we share it with to share it.
Ask them to Like (and share) your post. Ask them to forward the link to your article. Ask them to tell people about your new seminar or new book.
But don’t just ask them to share, tell them with whom they should share it.
If you know any lawyers who practice xyz. . .
If you have any friends or followers who could benefit from abc…
If you know anyone who might find this interesting…
By limiting your request to a sub-set of everyone they know, you get the recipient to think about the people they know who fall into that sub-set, and that can stimulate more sharing.
On the other hand, it might not. Because what the hell do I know?
Do you know any lawyers who are into marketing? Please share this post with them. Maybe they can straighten me out . . .
