Wednesday, September 29, 2010

Social Media in Action Series: Duck Sauce

I'm spending a few days highlighting my "best in class" picks for companies driven by social media. This series isn't about uncovering the latest viral phenomenon - it's about slowing your roll a little bit and observing the underlying principles of success in social media marketing. Day 4 in the series features Duck Sauce.

When an Internet phenomenon is reported by the New York Times it's usually regarded as having earned "viral" or "meme" status by the teeming hordes of social media experts. Watch the latest video to reach such status from the band Duck Sauce aptly named Barbara Streisand, then read my takeaways below.

One of the cornerstones to social media success (and some of this can be applied to the music industry as a whole) is producing something that many people will love. Not just "like" or tweet, but truly love. By combining a catchy beat with visuals and celebrity cameos that make most young New Yorkers swoon Duck Sauce created a juicy bit of video goodness that was championed by the largest city in America. The lesson here is simple: target your audience with remarkable content and they will... remark! Too many brands play it safe by generalizing content to apply to as many people as possible, not realizing in the process they are eroding viral potential.

Nick Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years, and helps agencies and brands find and connect to digital audiences for profitable outcomes. Want to talk to him about how social technologies can help your agency or brand grow? Email him at
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