People retweet what people say about them.
People retweet breaking news.
People retweet conflicting health claims.
People retweet tweets about Twitter.
People retweet insights.
People retweet gossip.
People retweet bad science.
People retweet political lies.
People retweet their own ignorance.
People retweet kindness.
People retweet LMAO, WTF, OMG, LOL.
People retweet sappy aspirations.
People retweet what people retweet.
What people retweet isn’t nearly as important as what you do.
What people retweet can’t be depended on for long-term endurance.
What people retweet isn’t a strategy.
Don’t worry too much about what people retweet or Like on Facebook. Yes, your name or campaign or brand’s tweets might go viral. Maybe, if your brand gets enough mentions, Google will be triggered to crawl and index your website and spike traffic. Maybe.
But a virus isn’t something to get all chummy with.
A virus is a smarter marketer than you.
Viruses are master rebranding agents.
What people retweet might mutate into something you didn’t expect.
What people retweet isn’t much in your control.
Just something to consider if you believe that social media is a cheap replacement for hard-to-make secret sauce bottled and distributed through smart and supple marketing.