Social media is an interpersonal medium. It's like the street corner or the water cooler where people get together and discuss what is happening in the neighbourhood. The difference is that on social media, a gossipy tidbit, a heart-warming story, a funny anecdote or a snarky comment can quickly spread from your street corner to a global neighbourhood. It's human nature to want to be the one who came up with a witty, outré, heartwarming or shocking comment or insight. Things go viral when a brand or a person provides a ready-made post, video or picture that allows people to have these qualities just by sharing it with their friends.
Alex Sévigny, PhD, APR, MCIPR, is a tenured associate professor of communication studies and communication management at McMaster University. He is currently the Director (on research leave for 2015-16) of the Master of Communications Management Program, offered in partnership between McMaster University and the S.I. Newhouse School of Public Communications at Syracuse University. He also holds secondary appointments in several other units at McMaster: the Department of Psychology, Neuroscience and Behaviour, the Department of French and the McMaster Health Forum in the Faculty of Health Sciences.