|'Things Don't Go Viral By Themselves': Inside the Social Media Manager Cabal
It turns out that spontaneous-seeming conversations between brands on social media are often anything but.
When Savannah Peterson, director of innovation strategy for product development and design firm Speck Design, creates a piece of content for her company, she often sends a “Check it out” message to her friends — who are social media managers at other brands and agencies. Then the squad chats about Peterson’s creative on social, from both personal and company accounts.
“I often joke that my 100 friends and I run the Internet,” said Peterson. “Things don’t go viral by themselves. We often syndicate content with each other and tag each other [on social].”
In other words, there is a social media cabal. Several of them, actually. These social media managers get to know each other through digital channels or industry conferences. Behind the scenes, possibly in smoke-filled rooms, they ask each other to like or share posts, provide comments and brainstorm ideas. Some of them work off private email lists and Facebook groups.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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