You Can't Force a Video to Go Viral Video, So Make This Video Go Viral!

Catch the Virus

Now that my own mother has friended me on Facebook, I know that we've entered a new phase of social media. But what exactly is it?

My guess is that we've hurtled headlong into The Great Sorting Out--at least when it comes to the marketing applications within social media. This is what happens when a critical mass of the population finally tunes into something (like Facebook), but at the same time, economic pressures make sure that no efforts are wasted and only the strongest survive.

This will be a healthy phase. There will be less pressure to do something (like Twitter) just because it's new, and more impetus to make rational decisions. For me, that starts with defining one particular element properly: "viral."

Credit a friend and colleague who recently offered these words of wisdom: "Viral" is an outcome, not a tactic.

Now, I won't go so far as to say you can't set out to make a viral video (you'll see why in my next post), but viralness, viralocity, viralocitude (or whatever you want to call it) is ultimately an attribute that is earned, not made. Put differently, to claim that you're making a viral video is akin to saying you're filming an Oscar-winning movie. The market decides, not you.

Now, if you'll excuse me, I have to share this post on Facebook and see what my mother thinks of it.

Thank You.

A year ago today, I did a very scary thing: I handed over a letter of resignation, walked away from a good job and created a two-contractor household during a recession. On Feb. 1, 2008, I woke up with a mortgage, a four-year old, no business card, no website, no clients and no source of income. My father sent me a New York Times article on the looming economic meltdown with a one-word personal message: "bleak."

But today was a different story. Today, despite a morning temperature of 21 degrees below zero, I just finished the most rewarding day of work in my life. I shot a commercial that I developed and wrote, based on an idea that is absolutely ridiculous and absurd, and which I hope you and many others will see in the coming weeks and months.

In honor of my one-year anniversary, I just wanted to say thank you. The support I've received in my first 12 months has been nothing short of amazing. I've seen friends insist on paying for services that I would have offered for free. I've been hired by people I haven't worked with for 10 years. I've had colleagues share their clients, buy me lunch and give me a conference room to work in until I got on my feet. I've experienced the wonder of simply being trusted for no apparent reason.

When you start your own business, they call it "going out on your own." The truth is, I've never felt less alone. Thank you for making Conk Creative not only a reality, but a dream come true.

And here's to 2009.

- Marc