Signal Boosting: The Best Invention of Social Media

This post can also be found on the Eagle Strategies Blog.

As an advertising student that often deals with several aspects of media relations, I often wonder what my favorite part of social media is. There are so many wonderful things that it is rather hard to pick just one: being connected to news and friends 24/7, the quick pace of knowledge available right at our fingertips, etc. The more I thought about it, the more I realize the answer to this question was clear as day. My favorite part about the social media generation is the idea and action of signal boosting.

#Lostbear's Journey - Tumblr

Signal boosting is not a word that will be commonly found in a dictionary, but it should be. Informal dictionaries like Urban Dictionary has defined the word as “a communique intended to spread awareness of an issue, typically through mass media such as amateur radio or the Internet”. The popularity of the word has been in part thanks to websites like Tumblr, but the act can be seen around the web on other websites such as Twitter and Facebook.

I have seen several campaigns that have run solely on “signal boosting.” People employ the use of these advertising methods to win internet contests, spread awareness of an issue, or even fund medical bills for their pets. Whether you enjoy the concept of signal boosting or not, you have to agree that it works.

It makes sense that signal boosting has become as popular as it is. The term is a branch of word of mouth advertising, which people trust 92% more than traditional advertising, according to Business News Daily. Mix that with an empathy factor and you’ve got a successful self-run campaign.

Signal Boosting in Action

My favorite example of signal boosting comes from Lauren Bishop Vranch on Twitter. She had found a

#Lostbear's Return - Tumblr

teddy bear at a train station in the United Kingdom. She took the bear and posted a series of photos under the hash tag “lostbear” of the bear and different adventures it was having as it continued to miss its original family.

The pictures were retweeted several times and eventually reached Ben Simpson, father of the little girl who owned the bear. Roar, the name of the lost bear, was quickly returned to the Simpson’s. A situation that easily could have led to the permanent separation of the two instead turned into a happy ending that will probably be talked about for years to come.

Advertising can’t ignore the power of signal boosting, or at least they shouldn’t. I believe this form of reaching people will be, if it is not already, the prime way to get your message across to future consumers. If you don’t believe me, you can ask Phoebe and Roar what helped them more: traditional advertising or signal boosting.