Why these experts think going viral is overrated

We’d all love to wake up to thousands of notifications and new followers on social media—the result of a tweet or video going viral overnight.

But the reality for today’s brands is that one outstanding post isn’t enough to move the needle. Here are just a few reasons from the experts at the Social Media Conference for PR, Marketing and Corporate Communications:

1. It’s about quality, not quantity. Having a lot of followers means nothing if they’re not engaging with your brand. That’s why American Airlines prioritizes customer interaction on online platforms.

2. Attention spans are short. Your viral tweet could quickly be forgotten for a cute animal video. The experts at Wendy’s know that a stream of engaging content is crucial for success.