Going viral is the goal of any passionate social media poster. Posting your content and watching as the views and shares grow exponentially is the dream for marketers trying to build a brand online.    Unless, of course, the viral post is about how you broke a guitar during a customer’s flight and then showed “indifference” to their complaint. (Looking at you, United Airlines.) That’s a nightmare.    The trick is actually doing it—and for the right reasons, not a customer service failure. In an environment where there is infinite amounts of content to compete with, getting a post to go viral is a victory few marketers have the pleasure of experiencing.    In this episode, we explore how to get people to collaborate with you in your efforts to create viral content on social media and the essential elements of the content that encourage people to share it.    Key Ideas to Improve your Customer Experience   When you want a person to do something, you have probably heard that you should explain the benefits they will enjoy from doing so. It’s no different with social media. Your content should have a benefit that appeals to the sharer and collaborator, and a benefit to whom the person shares it. Therefore, a hearty laugh, a heartfelt “awe,” or an unrealized and epiphanic insight are never a bad way to go.   Here are some other key moments in the discussion:   04:38  Ryan explains how framing plays an essential role in getting people to share your content.  09:47  Colin shares an example of what not to do with your experience that encourage people to share content about you with the infamous (and hilarious), United Breaks Guitars video. 14:04  We share a key insight about how to make something go viral, and it’s not your awesome brand message. 18:34. Colin introduces the idea of internet trolls and everyone piling on as meeting an essential human need to be a part of something.  25:25  Ryan covers a past campaign with Dunkin’ Donuts and Charli D’melio that had all the elements that make a social media campaign go viral.  28:54 We summarize the secret formula ingredients for you and how you can use them in your customer strategy.    Did you know we have a YouTube Channel too? Check it out here.   Customer Experience Information & Resources   LinkedIn recognizes Colin Shaw as one of the 'World's Top 150 Business Influencers.' As a result, he has 290,000 followers of his work. Shaw is Founder and CEO of Beyond Philosophy LLC, which helps organizations unlock growth by discovering customers' hidden, unmet needs that drive value ($). The Financial Times selected Beyond Philosophy as one of the best management consultancies for the last four years in a row. Follow Colin on LinkedIn and Twitter.   Click here to learn more about Professor Ryan Hamilton of Emory University.    Why Customers Buy: As an official "Influencer" on LinkedIn, Colin writes a regular newsletter on all things Customer Experience. Click here to join the other 70,000 subscribers.    How can we help? Click here to learn more about Beyond Philosophy's Suite of Services.   Please tell us how we are doing! Complete this short survey.