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Want Overnight Success On Social Media? Here’s How Not To Do It

Want Overnight Success On Social Media? Here’s How Not To Do It

If I had a dollar for every time a business owner told me they wanted our team to create a viral video or other piece of catchy content so they could become an overnight success on social media, I would be a very rich woman indeed.

But – unfortunately for my bank account! – creating overnight success on social media is far easier said than done. I can’t fault business owners for their desire. On some level, every business owner wants to be the day’s big topic of conversation on social media. There’s no denying that the right kind of buzz can mean a serious bump in your brand visibility, which can lead to higher sales.

However, not all buzz is positive. One of my favorite stories that got all kinds of coverage on social media – almost 82,000 people engaged with the story within two hours of it being posted – centered on one of my pet topics: the need for development websites to test new features and functionality before you take the changes live.

Here’s What Happened

The Chicago Tribune was changing their website. Instead of testing their changes on a development site, the changes immediately went live, and as Gizmodo reported, for 16 minutes, the venerable newspaper’s homepage featured an adorable gray kitten and a paragraph that read “test test test test test.”

Now, cute cat pictures are a tried and true way to get attention on the internet. If you want to create viral content, cute cats are a proven best practice. However, this attention is not at all what the Chicago Tribune was looking for. Even though a representative of the paper graciously played along with the Gizmodo story, commenting “Thank you, Brian, for using the words wonderful and glorious to describe our glitch. Even dog lovers weren’t upset. We do apologize, and we’re working to make sure it doesn’t happen again.” there’s no doubt that this is not how the Chicago Tribune wanted their overnight social media success story to play out.

So to recap, be careful what you wish for. Overnight social media success might not be everything you’re hoping for. We’re a schadenfreude-driven culture that revels in other people’s mistakes. That might not be the type of visibility you want.

Instead of focusing on overnight social media success, consider a strategy that steadily builds strong, meaningful relationships with your customers and fans – the people who love it when everything goes right, not the crowds that rejoice when everything goes wrong. It takes longer, but you’ll enjoy the results more.

And oh yeah – development sites are a good thing. A very good thing indeed.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office