Why Doesn’t Good Content go Viral?

I see some pretty weird stuff on Linkedin. I think we all do.

Sometimes I have to pinch myself and pretend I’m not dreaming.

Today amongst the self promotional company posts, advertisements and occasional quality articles; I always find something that baffles me on what has become the ‘gold standard’ in corporate social networking sites.

Today this post on the Bermuda triangle was so ridiculous that it simply caused me to drop my cup of hot tea on my foot and write this post.

Not only is it totally irrelevant to my profession and grossly untrue; it dates back as far as October 2016. Given the time it should have taken moderators to spot a bogus article with over 3,000 likes – what the hell is it still doing commanding my attention?

Despite the above- I don’t wish to be one of those whistleblowers who demands something to be done. For all intents and purposes – I have found Linkedin to be grossly beneficial for something at zero cost to my person. Without Linkedin I wouldn’t have met the people, made the money and found the opportunities I have today.

In fact, this incident actually made me think about something more important.

As someone who attempts to write multiple times on Linkedin per week and for other websites; it is an absolute honour when something starts to go ‘viral.’ Comments from fellow peers make what has been years of hardwork all the more worthwhile.

Yet posts like the above make me lose faith.

So often I have written articles which on their own merit offer a lot more value to the Linkedin community than the ones above, yet they mysteriously fall upon deaf ears.

Should I play the game and write content just to inflame tensions, generate clicks and reach more broader audiences – or should I actually focus on writing solid material that really matters?

I’d like to share two examples. Recently I wrote an article entitled “The best answer I’ve ever heard to ‘sell me this pen.’

This article received over 20 million impressions and was read over 1.5 million times in less than two weeks. Despite uncovering a treasure trove of amazing new followers – the article was misappropriated by many members of the community who missed the core message and instead chose to voice their hostilities in the comments section of the post. This lead to me being unable to interact with many members of the community who left many amazing messages and statements of support. Ultimately – the post went broad to a new audience & based on metrics it was very successful; but in hindsight it left me more overwhelmed than satisfied.

On the other hand; this week at a marketing conference in San Francisco a young sales rep from New York approached me and mentioned he had read my article on ‘how I transform my sales people from spear throwers into SNIPERs.” He gave me a hug and claimed that what I had written was now glued to his desk so he could remind himself of the key points after every call. Although this post has now been seen by 20,000+ people and read by more than 2,000 of them – the constructive feedback I have received from the network in the industry I actually want to interact with has been phenomenal. I would trade 100 viral posts for more comments like the one I received this week.

Thus I believe the moral of the story is that as hard is it may be, letting go of the desire to please the masses and instead focusing on the needs of the few truly has been an epiphany for me in the way I approach the platform and judge those who work in the online marketing. Ultimately the goal of Linkedin is to influence and affect the people I want to do business with – a concept we most refer to as ‘social selling’ – thus gross interactions, likes and shares are important; but less relevant than first thought.

What is MOST important is that your content is being consumed and well received by those you want to build rapport with now and the future. This is your TRUE net engagement metric.

Despite me still enjoying pictures of dogs and catchy titles to attract interest – I am thankful that the worst posts on LinkedIn could teach me such a valuable lesson.

I would love your feedback in the comments below


About The Author

Dailius Wilson

Dailius Wilson is the 24 year old founder of WolfofYorkStreet.com – helping the world's top SaaS companies to optimise their sales and marketing efforts. Dailius is currently a Director at TrustRadius and a digital blogger at increasemyonlinebusiness.com. Dailius was named as one of the Top 30 Entrepreneurs in Australia for 2015 by Anthill Online and was ranked in the Top 100 SEO Experts in the World. Dailius has also been a guest on the Ellen Degeneres Show and has over 10,000,000 views on Youtube