Social media goes viral: side effects may vary

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Was having dinner with a few friends the other night when “social media” slipped into the conversation. Only social media, I’m learning, doesn’t quietly slip in to conversation. It leaps in with wild hair, flashing eyes, and many different costumes, like Facebook, Twitter, blogs, forums, podcasts, Second Life, Flickr, instant messaging, avatars, Wikipedia . . .

Overwhelming, yes. Mesmerizing, yes. Viral, yes. Viral?

Going viral is comparable to a virus: it spreads fast and furious in no particular order. And the social media strain has side effects, like ultra-charged opinions and a hyper-active mind. Maybe even some frothing at the mouth. That’s where we are, folks, with social media. It’s taken off big time. But what has pushed it to go viral? Whoever answers that question, be leery. Red flag ‘em. Because it’s a mysterious thing, this viral business. But we’ve got to wonder, that’s our human duty. Here’s my shot at one of the main reasons (among many) that social media has gone viral:

The recession is a huge factor in igniting the widespread use of social media. Makes sense, being it’s a great distraction from the real world. Another reason: free advertising. I doubt social media would have made it out of the 30-under demographic if we were in a robust, bull-driven economy. Social media is now a primary way for businesses to connect with customers, associates, and their local community.

Which leads me to this observation: The heavy use of social media in businesses is bringing more community to the workplace, and inadvertently to customers. For instance, companies are now expected to blog, provide forums, and instant-chat with curious customers. CEOs post openly about how they’re dealing with the recession. Forums invite customers to give feedback and brainstorm ways to improve the customer experience. It’s more like a virtual bartering market than ever before.

Collectively, we’re in the crazed phase of discovering this new social media toy. For many, it’s absolutely overwhelming to the point of obsession. You’re suddenly re-connecting with everyone you’ve ever known, plus all of their pets. Your co-workers occasionally fly out of their cubicles with a dazed look, which we've termed "The Twitter Effect" at Vann's. But I have faith that the hyper-excitement will subside into a healthier relationship over time. It’ll become yesterday’s news before we know it, but until then – you’ve gotta dive in and ride history in the making. Just be wary of the side effects, like wild hair and flashing eyes.