Amongst the most common questions I get is “how do we make it viral?”
In the minds of most, “Viral” amounts to “Free” and it may be, but it costs to get there, even if the costs are often less obvious than an invoice from an ad agency.
Word of Mouth has always been the most effective form of advertising, and it still is. An endorsement from a friend or known expert, is marketing Gold. However, in the “old days” of word of mouth, you never heard what Mrs Jones said to Mrs Brown over the back fence, you just hoped you had done enough that it would be an endorsement rather than a panning, but on an individual basis, it really did not matter, so long as the balance was right.
Word of mouth has changed into word of mouse, and the while the upside is seductive, the downside is the loss of control, and the immediacy of the impact.
You simply cannot control what is said, or the outcome of the saying, all you can do is respond, and the quicker the better, and with a healthy dose of common sense, a rare commodity it often seems.