The power of viralization in social networks

From the emergence of social networks, people were able to begin to expand their forms of communication, transcending the limits of time and distance. Thus, new modes of bidirectional, spontaneous, individual and group interaction emerged, with different degrees of exposure. Therefore, it can be said that, today, social networks are a very powerful communication tool available not only to anyone, but also to any brand and company. Understanding this importance, next, we want to talk about viralization in social networks and its possible impact on the digital reputation of a brand.

 

The concept of viralization in social networks

The idea of ​​viral content was born from the emergence of social networks. This is because, directly, they began to enable content published on their platforms to begin to be shared by tens, hundreds and thousands of people without the need to know each other. But, in addition, regardless of the place of origin or residence of the users. The contents appear in their feeds and they have the possibility to share them, to forward them, to give them a much greater reach than they could originally have.

There are many examples that can be found over the last few years of highly viralized content. One such example is Ellen Degeneres’ famous Oscar fail selfie. This selfie became nothing less than the most retweeted tweet in history, going from there to also become the cover of all the news media in the world. In other words, content that appears on social networks goes viral and then reaches traditional media. This represents a substantial change in the way in which the flow of information is oriented compared to previous years.

 

The implications of viralization in social networks for companies

Up to this point, viralization can be thought of as something that expands the limits of information dissemination. However, this concept has a fundamental role today for brands, regardless of the sector in which they are located.

Brands can make excellent use of the viral potential of social networks, sending their messages and publications to an increasingly wide audience. Making themselves known and, therefore, also increasing their sales capacity. It is in relation to this that the concept of viral marketing subsequently arises, especially to refer to the application of marketing techniques and tools aimed at creating campaigns and content that manage to become viral. That is, they can be shared by thousands or millions of users.

 

Negative effects of viralization

Despite this positive potential, viralization is a double-edged sword for companies if the content that is disseminated is not properly managed. Going viral can have a considerable impact on the digital reputation of a brand.

A problem that usually appears and affects many brands has to do with the viralization of negative reviews or comments. Whether due to delay or inefficiency in the response or the brand’s lack of interest in managing these opinions, they can have a very high negative impact on a company’s reputation, reaching thousands of users in a matter of seconds today.

At 202 Digital Reputation we are an agency specialized in digital reputation. We manage the reputation of your company with a 360° methodology, avoiding and reducing the impact that negative comments or reviews may have on its growth.

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