Viral video? Keep rolling
Public relations professionals today dream of having a campaign go "viral." Earning countless views, shares, Tweets and re-tweets, and unending shares on Facebook. By User:Otourly (Own work) [GFDL (http://www.gnu.org/copyleft/fdl.html) or CC BY-SA 3.0 (http://creativecommons.org /licenses/by-sa/3.0)], via Wikimedia Commons Last year's Ice Bucket Challenge for MLS was an extraordinary example, with people all over replicating and re-posting their attempts -- successful or otherwise -- at reducing their body temperature in the name of charity. And we couldn't turn away. This week, in casual online conversation, I contrasted the relentless ice-dousing videos with the chilling 30-second clip of a North Charleston, S.C. police officer unloading eight rounds at an unarmed, fleeing Walter Scott . It was chilling video, can't-look-away content. NBC knew it, and ran the clip three times in the first eight minutes of its Nightly News report. At first, I was ...