Post by: Mason Williams, Chiropractic Social Media Marketing Manager

Have you ever wondered why and how some topics go viral and others fizzle? KONY 2012 did not go viral by chance; it took the efforts of numerous skilled internet professionals. Rightfully so many chiropractors and wellness professionals believe that good health should be a movement. They take it upon themselves to try to generate buzz, awareness, and action. Sadly, when these attempts fall short of catching fire the organizer becomes discouraged.

No one wants to hear it but many times the blame for this falls on the original organizer. In order to start a movement one must first understand the important role that delegation plays. Despite its reputation, the internet is a highly specialized world. The original organizer must understand that they cannot successfully shoulder all of the responsibilities of a movement on their own. Viral campaigns are a joint effort and delegation is key.

The KONY 2012 campaign is a great case study for what can happen if the efforts of internet professionals are carefully coordinated. By dissecting what the KONY 2012 campaign did correctly many chiropractors can replicate the process to raise awareness for the field.

Here are the components that went into making KONY 2012 go viral.

1. A Worthy Message

The message that you want to go viral needs to strike a chord with your target audience. In marketing this is known as the stickiness factor. A sticky message or sticky content is any material that holds a web user’s attention and leaves a lasting impression in their minds. Your message should clearly identify a problem, explain the hurdles, and then layout a solution in short actionable steps.

2. Photographers

A picture is worth a thousand words but only if done correctly. Professional photographers are critical towards viral campaigns. A good photographer doesn’t just document a moment, they put the viewer in the moment. They do this with high-end equipment, artistic vision, an understanding of lighting, and post processing software.

3. Videographers

Like a great photographer a great videographer is worth their weight in gold. Video is the most effective tool on the web for persuading people to take action. This is because people would rather watch a five minute video than read a lengthy article or blog post. Video allows you to deliver the message in your visitors preferred method of consumption.

4. Video Editors

Once a videographer has captured high definition footage with their high end equipment some editing needs to occur. Title screens, transitions, graphical overlays, sound effects, and music are an important part of a professional video. Video editors use special software to splice raw footage together in an artistic and masterful way. Anyone who has compared simple raw footage to the final production created by video editor knows that there is no contest between the two.

5. Graphic Designers

Graphic design has always played an import role in movements and viral campaigns. Graphic designers bring creativity and artistic skill to social challenges. They look at the world differently and notice common themes across seemingly unrelated topics and replicate the end result for you. They can do this by understanding the underlying principles and associations between photography, typography, and color combinations.

6. Web Designers

Web designers combine all of the work done by the other creative teams into a user-friendly and functional hub of information. A great website will showcase the brilliant photography, videography, and graphic design. Social tools such as Facebook, Twitter, and LinkedIn API’s bring the viral aspects of the web together in single, defragmented method. Search engine optimization and clear call to action techniques make sure to make the most of the curiosity clicks that are sure to come.

7. Social Media Specialist

Social media specialists are experts in social media websites, their uses, their benefits, and the potential risks they could cause your movement. Social media specialists encourage sharing by soliciting links and attention, they build brand loyalty by sparking up conversations, and protect your movement’s reputation by monitoring the blogosphere for negative mentions. Oftentimes people forget that the same mechanics that go into going viral can also turn around and squash your movement before it truly gets off the ground. Social media managers make sure that this doesn’t happen.

8. A Budget

This is the secret and most often overlooked aspect of many viral campaigns. While viral campaigns are cheaper than traditional ones, they are by no means free. The professionals, transportation, equipment, technology, and time commitments dictate that a budget is created prior to launching your campaign. Many times the professionals you need will discount their services for a good cause but don’t expect them to eat costs associated with the project.

If you take these 8 factors into consideration before launching your next viral campaign you are sure to make an impact! Did you know that ChiroPractice can coordinate the efforts of these professionals to maximize your social reach and social engagement? Contact our Google certified internet professionals at (877) 244-7601 to see what we can do for you!