I think these two videos and the youtube channel illustrate a very important point (below) about social media.
The first video was uploaded May 8th and already has 800,000 views. I added the second video so you could see another sample from the channel.
You may want to dig down into this channel to see what’s going on here.
1) Social media is a reflection of what you do in the real world. Don’t fall for “Social Media Experts” that will coach you through how to use social tools to make your business a success. Social media isn’t about you broadcasting your message. It’s about other people talking about notable things that you do. So be notable in the real world. People will talk you up online. Welcome to social media. Hello guerrilla.
1) Viral videos are hard to replicate. Improve Everywhere has managed to produce content that’s difficult because it requires a lot of people, it requires skill and creative ideas on how to coordinate and motivate.
1) An important element of a movement is that the participants gain validation by being a part of something large. Improve Everywhere clearly is a benefit to its participants because it provides social activity and purpose.