Riding the Buzz

In The New Rules of Marketing and PR by David Meerman Scott he talks about riding the buzz. There is no formula to make a video go viral or popular. But when there is a video that contains your companies product or brand and it happens to go viral you have to ride the buzz. What does this mean exactly? The company has to first be listening to what is going on in the public with their company. You won't be able to do anything with your company's buzz if you don't know about it. Then you just need to capitalize on all the free publicity that your company is getting. It's a fine line between supporting the publicity and over supporting it. This kind of free attention is going to happen very often so the company should be thankful.

Scott uses the example of the Coke and Mentos video. Mentos did the right thing and supported the video while Coke said it wasn't their style of publicity. I don't think it should matter what style of publicity your company or brand is going for. Here is a huge free marketing tool thrown at you that your customers think is a pretty cool concept so I say go with it!