No one knows for sure where viruses come from. All we know is that viruses spread when people in close proximity to one another share various "commonalities" — the same air, the same utensils, etc.
In the online world, content "goes viral" thanks to a similar phenomenon: When people share content with people close to them, fitting at least one of the following descriptors: hilarious, emotional, thoughtful, opinionated, sensational, informative.
Depending on the kind of business you're in, your social presence should provide a steady stream of this shareable, quality content. But what's going to help increase your chances of that content becoming "viral?"
When even a fraction of your employees participate in a coordinated social strategy for your business, they create a ripe environment for your message to spread — first, by sharing the same content with one another, which is then shared with their own networks of connections. They are, in essence, a proverbial petri dish where your social messages grow.
Are your employees not yet part of your social strategy? Here's how to start recruiting them:
First, set up a solid roadmap for employee participation in your social strategy by developing a social media policy.
Then, pinpoint your social-savvy colleagues, as well as those who are interested in using social media to forward your business objectives. Give them the content — or let them create it — and they will help it spread. They'll also help bring more colleagues into the fray by informally training reluctant co-workers, or by serving as examples of how to effectively weave social into everyday responsibilities.
Ask them for ideas. Encourage them to experiment. Evaluate, reassess, and retool as needed.
Then, watch the virus spread.
How do your employees help you forward your business' social strategy?