V is for Viral!

 I have always wanted to create my own A to Z of Marketing with marketing-related terms, something like a glossary. That project is still a work-in-progress for me and I hope to share it very soon. However, I have somewhat fast tracked that project to the alphabet V and tried to find a most suitable word for that alphabet: Viral!

The happenings of the last few weeks have coincidentally affirmed this position. First of all, without boring you with the definition of viral, it is important to identify a few characteristics of something viral. Coined from the word virus, it can generate definitions from medical science to computer science. For the purpose of this post, Viral will be limited to Marketing.

Viral X-rayed.

In the context that the word Viral is used here, five main characteristics of viral are highlighted. These features are incidentally applicable from all of the marketing, medical and computer science perspectives:

·         ‘Viral’ is coined from the word virus. Virus has the power to  replicate and multiply.

·         ‘Viral’ has the ability to spread like wild fire reaching remote locations within minutes.

·         ‘Viral’ may be positive or negative.

·         ‘Viral’ has a life span and thrives in a certain environment.

·         ‘Viral’ has the power to destroy.

What’s gone Viral?

Recent happenings around us and the reactions to events, situations and even information reflects to a large extent, how in tune we are with ourselves and with our environment, how we process information, the speed of information dissemination especially on new media and the potent power we have at our finger tips. Let’s see a few things that went viral in the last few weeks:

    ·     The re-emergence of the Ebola Virus Disease in Africa and the subsequent importation of ‘Ebola’ into Nigeria.

    ·     The ‘home-made’ and DIY antidotes to contacting the virus.

    ·    Petitions to be signed / appending signatures for the US Government to release the experimental drug zmapp for the use of Nigerians who contacted the EVD.

·      The shooting of Michael Brown in Ferguson and the subsequent global followership of the event.
 

·         The ALS ice bucket challenge.

With very little or no doubt, these events have been trending across several media with Social Media proving to be the most viable. That is the environment where ‘Viral’ thrives. The spread and the reach of information in this age of smart phones, internet usage, blogging and even people engagement in different forms calls for a more ‘careful’ approach to managing information disseminated and received. A practical example is the BBM broadcasts that bathing with salt water (and even drinking same) can prevent an individual from contacting the Ebola virus.  The Media also reported deaths that occurred as a result of drinking salt concentrated water and an individual who publicly apologised that the ‘salt solution’ was indeed a huge joke.  All these events already have side effects.

While there can be no hard and fast rule to measuring the sensibility and/or sensitivity of information received,  each individual has the responsibility to manage the information s/he is exposed to on a daily basis.

Lessons Learned for Marketing Professionals?

There are definitely a few lessons to be learned by Marketing Professionals (and non professionals) from ‘Viral’.  Some vital ones are identified below:

·         Power to create or destroy: Any information (even as little as word of mouth) has positive or negative power. Choice of words, tone of message and communication medium plays a major role in how people respond to or react to messages.

·         Nothing is exactly right or foolish: In customer/fans/people engagement, no idea is exactly right or foolish. However, professionals need to consider certain factors like psycho and demographics in pushing an idea. ‘Idea’ testing can help in this regard. Reach and acceptance also determines a great deal, how successful an idea can be. The ALS ice bucket challenge had generated about $22.9 million as at the last check.

·         Developing a risk conscious mentality: There is need for a conscious risk mentality to information management and communication as a whole as it has power to affect an individual or organisation’s image either positively or negatively. Information travels at the speed of light and all it needs to travel is just acceptance by just one individual.

      Actions, words, reactions and associations should be consciously weighed before executions while adequate repair strategies are clearly outlined from the onset should anything go wrong.

On a final note, let’s stay conscious of the EVD. Maintain good personal hygiene, reduce visits to places with high human traffic, be wary of ATMs, stair rails, door handles and respond to viral messages responsibly.

Stay Ebola free, because V is truly Viral.

Tillopps

P.S:
This post is dedicated to the memory of my old school mate, Nurse Obi Justina Ejelonu who contacted the EVD in the line of duty and Dr. Ameyo Adadevoh who helped reduce the risk of the spread of the EVD. They will always be my ‘Women of Honour’. May their souls rest in peace.