By Avi Hein
Frequently many companies look to a new strategy to promote themselves: going viral.
They either make a funny video or hire a social media manager with the goal to go ‘viral.’ If that tactic is not combined with an integrated marketing strategy, they are likely to fail.
Viral is not a marketing strategy.
Despite claims that social media democratizes media and communication, a recent study shows that your message still the greatest chance of being spread when expressed by a small number of elite influencers…. whether it’s Robert Scoble, Om Malik, an industry analyst or the New York Times. According to research by Yahoo!, roughly 50% of tweets consumed are generated by just 20,000 elite users.