In media and marketing so many organizations want to go viral. Whether it’s a meme, a video or a Facebook response, everyone wants all-press-is-good-press press moment of fame. Going viral amplifies your product and name, further converting into sales and followers.

During the 2014 American Music Awards, Pine Brothers Cough Drops succeeded in making a commercial go viral by partnering with hip hop artist Waka Flocka Flame. The commercial features Flocka in a smokey room talking about how to clear a sore throat.

While the video is funny, suggestive, and had great bumming on the couch timing, Pine Brothers wasn’t ready.

Being the fact-checker I am, I went to tag Pine Brothers in a congratulating tweet and realized their @handle wasn’t there. The public relations aficionado I am, I went directly to their webpage to ensure accuracy and the “Twitter” link wasn’t found. The morning after the AMAs, Pine Brothers was trending, notably on Facebook. 

If  Pine Brothers’ links don’t check out, Gawker, Vibe Magazine and Billboard can’t generate press. Pine Brothers dropped the ball.

Everyone wants the 75% visibility and interest, but often brands don’t do their own public relations.  Pine Brothers had hysterical viral content covered by major media publications. Granted with the right social strategy Pine Brothers can recover and make itself visible on Twitter, but for now the noise is low.

I commend Pine Brothers Cough Drops on their humorous, shareable, courageous commercial. It did what is was supposed to do. We’re in. How soft are these softish cough drops?

From a PR girl, Pine Brothers isn’t the only one to digitally disengage their publics. Poor functioning websites are as common as pigeons. At least five of my clients have had glitchy websites.

Most importantly, it’s not just one person’s fault.

Every executive should be held responsible. Why pay for advertising only to miss the goal? If you don’t care about your website, why should your consumers?

And if you’re thinking about trying to get into the viral media fad, be ready on social. If you need help, contact me.

Examples of viral media: meme, video and Twitter response