Most professional social media work is a daily grind. You publish posts, look for followers and track stats. And you know, more or less, what sort of engagement figures you can expect to receive for each item of content you publish.
Whether you are writing for a small company with just a few dozen followers or a large firm with a giant following, you should know how many comments, likes and shares each kind of post you publish each week will receive.
And then something surprises you.
You upload a post and it goes viral. Instead of picking up the usual response, you find that it is spreading along networks, sparking discussion and earning many times the number of likes or retweets that you would expect.
That is what happened to Charles Schwab recently.
The finance firm’s Facebook account usually has pretty low engagement figures. Its posts are made up…
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