Going Viral and Interacting with the Press

Social media provides a strong platform for a scholar, scientist, or advocate to deliver a message to a targeted audience. Although tweets and posts may be intended for specific audiences, like clinicians or learners, social media activity may also attract the attention of mainstream media.

Occasionally, a social media message may resonate beyond the forecasted audience and “go viral,” or a message may be of a nature where a broad audience is desired. In these cases, the content creator may wish to engage with, or might be approached by, media outlets to share a story beyond 140 characters. It is important, then, for social media content creators to have an approach to engaging with reporters.