Why DON'T you want to go viral?

It seems like a dream: you promote a product online and it catches on like wildfire. Suddenly, everyone wants the strawberry keychain, the honeycomb froyo, or the corduroy shorts. You've got it, they want it, it's got to be a success, right?

Unfortunately, for most small businesses, going viral can be disastrous. Here's why:

Supply may struggle to keep up with demand. When demand suddenly spikes for a product, it can be difficult-to-impossible to fulfill the requests that come in. You may not have sufficient supply, be able to fulfill orders in a timely way, or keep up with customer demands. You may not be able to offer the quality or experience you usually promise.

One time customers are not necessarily repeat customers. Customers that come in for a single product or experience may not stick around for more. Unlike customers who know your brand and love your offerings, these one-time connections do not necessarily translate into a lasting relationship. That can also mean that any efforts to expand your business to keep up with demand (renting more space, hiring staff, buying more product) may become a burdensome expense if demand shrinks again.

Your loyal customers may feel shoved aside. Your virality can interrupt your relationship with longtime customers who prefer the personal experience you usually provide.

As tempting as it is to chase trends and follower counts on social media, remember that success for a small business is not defined by views and impressions. Instead, social media offers an opportunity to deepen your relationship with your target customers, let them know about new products and/or offerings, and keep them coming back for more.