GOING VIRAL

For many of us, our social channels are once-again being flooded by friends sharing their Spotify Wrapped results: having found out who their top artist was, their most listened to song, and how October was their “Pumpkin Spice Happy Rock Indie” season…
It’s a great example of a marketing campaign that’s found the secret to viral success.
In the digital age, the power of social media is both an asset and a challenge for businesses. When a brand “goes viral,” its content spreads rapidly, reaching millions in mere hours. While this phenomenon can boost visibility and revenue, it also carries significant risks. Social media has become a battleground where marketing and customer support triumphs—or failures—are amplified, shaping public perception in real time.

Marketing: Riding the Wave of Positive Virality

Positive virality can catapult a brand into the spotlight, as seen with Barbie’s AI-Powered Selfie Generator. This campaign allowed users to create Barbie-style posters of themselves, blending personalization with interactivity. It was a resounding success, drawing millions of participants and raising awareness for the movie​. Similarly, Charli XCX’s “Brat Green” trend resonated with audiences for its bold, relatable branding and positioned her album as a cultural statement​.

For brands looking to replicate such success, thorough planning is essential. Considerations include understanding the target audience, leveraging current cultural trends, and vetting content through focus groups to avoid unintended backlash. When executed well, these campaigns can build strong emotional connections with consumers and drive substantial engagement.

Customer Support: The Risks and Rewards of Public Interaction

Social media is not just a marketing platform; it’s also a critical space for customer support. A witty and helpful reply can humanize a brand and win public favour. For example, an agent at SkyScanner secured the approval of thousands with her humorous reply to a customer who had been suggested a journey with a 47 year layover between flights.

However, poorly handled interactions can spiral into PR disasters. One British Airways customer was so unhappy with how the airline handled his lost baggage complaint that he paid for a promoted post on Twitter (now X) telling people not to fly with the airline. The post was viewed by many, including the airlines followers, was reported on by numerous news outlets, and caused serious damage to the their image.

These contrasting examples underscore the need for a consistent brand tone and empathetic customer service approach.

Training Support Agents to Handle Reputation Risks

To mitigate risks, businesses must prioritize training their customer support teams. Agents should be well-versed in the brand’s voice and equipped to handle sensitive cases with professionalism. Establishing an escalation matrix ensures that complex or high-stakes issues are promptly directed to experienced personnel, minimizing the risk of public fallout.

Regular workshops and scenario-based training can prepare agents to identify potential reputation risks early. Empowering teams with guidelines for tone, response times, and escalation procedures creates a solid foundation for managing social media interactions effectively.

Going viral can be a brand’s greatest opportunity or its biggest threat. By learning from successful marketing campaigns like Spotify’s, businesses can harness the positive potential of virality. With a thoughtful strategy and well-trained teams, brands can navigate social media’s fast-paced landscape, turning challenges into opportunities for growth and connection.