The Snowball Effect



Whether you’re the PR practitioner for President Obama or for Apple Inc., there’s no question that Facebook is one of the top things on your to-do list. With more than a billion people on Facebook, it is one of the easiest ways to spread a message, idea, or product to a large audience.

You may be thinking: “How do posts on Facebook attract new people?” That’s the magic of the “Like” and “Share” buttons. With just a click, one of your followers can show all of their followers your picture or message. Then, one of their friends or followers can do the same. And then one of theirs. 

You get the point. The fact of the matter is, all you need is a clever, witty post to get more likes on the post and more likes to your page. With millions of pages in the Facebook world, a lot of people don’t even know certain pages exist! Therefore, if they are scrolling through their news feed and see that a friend shared a picture of the Apple iPhone5s , they can get instant access to the picture and company website. This Snowball Effect is what causes these posts to go viral.

Of course, one viral photo does not mean instant success when it comes to your Facebook page. Brian Solis, one of the top names in the PR field, has many posts on his own personal blog relating to the use of this method. “Likes do not represent the actual size of a community, yet many organizations confuse the overall number with actual audience size,” Mr. Solis states in one of his posts.  “The difference between Like and other direct response triggers is that the Like is an act of fleeting value that must be earned over and over again.” I agree with this statement completely- you need repeat offenses when it comes to posts, or else you’ll be the equivalent of a one hit wonder artist.

This post on PRNewser talks about being genuine and not overdoing it, great advice. You don’t need to be misleading to get people to view your page, just be honest!

Happy posting!




1 Comment

  1. Zachary Farrington

    I liked your emphasis on being genuine instead of trying to come up with a gimmick or trick people into “liking” or engaging with your page. Sometimes, I will find that I have been “mislead” to a page or spammed with something; and, even though the information has reached me and exposed me to the message, I get annoyed at being tricked and now have a negative view of the company or product. It just goes to show that it is ALWAYS better to be honest and open with followers, customers, etc. As soon as you think you can improve your outreach by being “cutting corners,” you realize you have actually hurt yourself in the long run.

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