EVB’s track record in social media speaks for itself, and we’re constantly pushing the envelope to develop best practices when it comes to motivating the masses through earned media and viral messaging. Logic says that viral marketing is about casting the widest net. The more, the merrier. If you want it to go viral, give as many people as possible the chance to see it.

Well, maybe not. Sure, we’ve seen campaigns take off, but branded experiences in the social media space aren’t a novelty anymore. Everyone is there and trying to play the same game. So, in order to be big, you need to think small. Think about that core group of people who mean the most to your success; the ones that have proven their willingness to speak on your behalf. Better yet, a willingness to DO something on your behalf. Zero in and you stand a chance.

In fact, last week, one single blog mention for one of our clients resulted in an immediate surge in related Tweets with well over two million Twitter followers reached. Total and complete strangers took the time to write a response, pose a thought, offer some perspective and talk to one another all in pursuit of one common goal: solving the challenge we put forth.

The blog was targeted and the message was delivered in a way only they could appreciate and for that we were rewarded. And, we’re not done yet.

-Kim Kline