Letters to the Public: What Goes Viral Online?

Abstract

Social media posts made by ordinary people are in most cases only viewed by a small number of friends and contacts. But some posts get thousands of likes, comments, and shares, a phenomenon often dubbed as going viral. This paper provides a content analysis of viral Facebook posts published by common people in Norway, and of the news coverage they received. The social media posts that go viral in Norway deal with a variety of topics, like health care, elderly care, bullying, traffic safety, unemployment, animal welfare, school, and education. Some of the viral posts were open job applications, and some were creative expressions. Many of the posts address political issues, and becomes part of the public debate. The posts are personal in their mode of address, often with an emotional appeal for civic engagement. They resemble the letters to the editor, though they bypass the editor and go directly to online self-publication, and in this way, moving parts of the public debate from the newspapers to social media. Most of the viral posts got news coverage, which in most cases focused more on the popularity cues and the virality of the post, and less on the topic the post addressed.