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 Webcast:

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.