Getting Seen is Half the Battle
People taking part in the Ice Bucket Challenge had the choice between dousing themselves or donating to the cause. While those doing the challenge, per the rules, did not have to give money, their participation produced huge attention that led to many donations. This works for small companies on social networking as well. Any interaction, whether it’s liking, sharing, commenting, or retweeting, increases the number of people who see your marketing – even if they cannot buy something.
Timing is Everything
The Ice Bucket Challenge became viral during the summer months of 2014, and this was the perfect time. People had been inundated with horrible news ranging from the shooting in Ferguson to Middle East violence, and raising awareness for a excellent cause was a welcomed distraction. Additionally, longer daylight hours meant people had time in the evening to have fun with the challenge. Timing is also crucial for small business advertising and marketing. For example, traffic on Facebook spikes midweek between 1pm and 3pm. Posting during these hours is ideal timing to get your marketing message seen.
Get Big-Name People Associated
The Ice Bucket Challenge went viral in part because of celebrities. Everyone from Bill Gates to WWE superstars took part. While these names might be hard for you to pull, it is a excellent rule to get industry thought leaders engaged. Interact with trusted sources in your trade and share great content with them. If it is deserving of a retweet or share, the interest you will get from this celebrity shout out can be vital.
A lot of viral social networking lessons can be taken from the Ice Bucket Challenge. Don’t make the error of believing a viral campaign is out of a small business’s reach.