Infrastructure Supports Viral Moments
A lot of people want to go viral. But going viral before one has built a foundation to support one’s work and one’s mental health can be a fast track to demise. Here’s why.
Attention invites scrutiny. Just ask psychology coach Cheyenne Bryant. Your viral moment may invite curiosity, skepticism and genuine interest. Some people will want to know if you are as talented, capable and smart as you project.
When you go viral, you’ll receive questions, lot of questions, including those you least expected. In some instances, people who’ve had experience with you may pop out of the shadows to offer their thoughts and input. Some will be incentivized to do so. For instance, if you reach a certain degree of notoriety, some publications and platforms will actually pay people to share their unsavory experiences with, or perception of you.
My bottom line is that while many people want attention and notoriety – and some attention can be good for your brand and business – it’s important to be prepared to receive it. That’s because there is an underbelly of attention. Here are four boxes to check before you go viral or pray to go viral.
Clarity around Needs
In the aftermath of a viral moment, many people will be drawn to your story and cause. You may be inundated with inquiries around what you need and how the public can help. You should not only have a list of what you need but a system for people to meet those needs. Your system should be frictionless, meaning there are few barriers to get what you say you want. If it’s donations, there should be a simple and efficient process for people to make donations. If it’s download your products, there should be large links on your site or platforms that direct people there.
Internal Infrastructure
When you go viral, you’ll want the internal infrastructure to support increased demand and inquiry. That’s because you increased notoriety will put you and your business in front of people who would otherwise not know about you. When you are inundated with calls and requests for your time or product, the last thing you’ll want to worry about is building your internal infrastructure. If it is not in place, you will be slow to meet demand and/or disappoint your newfound customers, members or base.
State and Federal Compliance
Increased attention will invite scrutiny and curiosity. And not just from the people you think. If your increased fame lands you on the IRS radar, you’ll want to ensure you’ve filed and paid your taxes. If the added attention lands you on the radar of inquisitive journalists, you’ll want to ensure you are compliant with state and federal governing bodies. Don’t wait to do this when you go viral, start now.
Solid Support System
Build your support system before you need it. In fact, building a support system of trusted personal and professional colleagues is essential for current and future success. But if you go viral, you’ll want trusted allies who you can confide in, and safe spaces to process the experience. Without this critical support, you may struggle to maximize the moment or use it as a launchpad to something more meaningful.
If you find yourself in a defining moment and you are navigating multiple requests and demands, don’t feel you must navigate it alone. Book a consultation and allow our team to support you.
Jennifer R. Farmer is the principal of Spotlight PR LLC. Check out all blog posts and subscribe for regular communications updates.