The ideal outcome for most marketers and community managers is to see the posts in their community to go viral. This means that the post generated an unusually large number of engagements.
Generally, these engagements take the form of shares, although the proportion of likes and the valence of comments can also indicate whether a post is going viral because people view it in a positive or negative light.
While marketers and community managers are frequently asked to create content that will go viral, the phenomenon is unpredictable due to the host of factors that contribute to a piece of content’s virality. In other words, asking someone to make a post that will go viral is like asking them to predict the winners in sporting events or the stock market.