194 U N M ARKETING followers are on Twitter at a time. You cannot control the distribu- tion of the message to them. You can only tweet and put it out there. 128 I do not use Twitter to build my list; I use it to engage and build relationships. That's cool. That's what's great about so- cial media. Emotion--How Do You Decide? Let's take a step back and talk about emotion and choosing this as your goal for your viral project. You need to start by determining one of two things. What are your market's core pain emotions or what are its core joy emotions? What is the emotion the potential customers want to feel or what is the emotion they have right now? Take that and play with it. Find a way to make that emotion moti- vate them or find out how they could learn from it. For example, if