DOWNEY -- Downey knows a thing or two about going viral.

Last December, the Facebook page LADbible posted a video irresistibly titled "Steak Bigger Than Your Head." It was a 65-second clip of the 40 ounce tomahawk steak served at the Lock & Key, and as of this week, the video had amassed a staggering 71 million views. 

A separate video of trendy Dona's Donuts -- and specifically its Selena-themed pastry -- was slightly less successful, reaching 7 million views in two months. That video was artfully created by Foodbeast.

The Downey Patriot has never gone viral, mostly because we post news items that don't mean a lot to people outside Downey. Posts involving crime, parking, and food generate the most engagement. In our little corner of the social media world, the Patriot's Facebook page was a popular place for conversation among Downey residents interested in their community. 

But about a year and a half ago, things started changing. Likes, comments, and shares dropped precipitately, despite the Patriot having more than 14,000 followers. Our page became a virtual ghost town.

At the same time, we began receiving more and more prompts from Facebook to "boost" our posts to achieve maximum exposure. In other words, we had to start paying Facebook if we wanted our content to reach our followers. 

Facebook owns Instagram, so it was logical to conclude that similar changes were coming there too. 

Luckily, help was available to guide our social media strategy. This was in the form of Downey MADE's social media marketing program, an educational module supported by the Downey Unified School District. 

After completing an application -- which required a short video introduction -- I was selected for the inaugural class, which included about 20 other like-minded students. There were small business owners, employees, bloggers and entrepreneurs, all seeking ways to solidify their social media skills. 

The class was taught by Lala Castro, founder of Latina Geeks, an organization that works to empower Latinas through technology, education, and entrepreneurship. 

Social media marketing is a world unto itself. Its importance can't be understated, especially for businesses interested in acquiring new customers (and which company isn't?). Hundreds of millions of people spend hours each day scrolling their Facebook and Instagram feeds, giving businesses ample opportunities to showcase their products and services.

It's a funny thing; people complain about ads on social media, yet corporations are among the most followed accounts. Nike has 78 million Instagram followers, and clothing retailer H&M 26 million. These companies use their social media accounts to build and enhance their brands, not to overtly sell product. They don't announce sales or post coupons.

It's about smart marketing. The Dona's Donuts video wouldn't have been as popular had it been a standard commercial like those you see on TV. The advertising was subliminal; you had to have a Selena donut because it was cool, trendy and photographed well.

Same for the Lock & Key; the tomahawk steak is not a new concept, but when it's presented as "a steak bigger than your head," who can resist watching? The video was custom made to encourage people to tag their family and friends. 

For local small businesses, it's not necessary to go viral to have an impactful presence on social media. Good photography, pithy captions, and self-awareness can go a long way toward building your online brand.

A flower shop, for example, can post photos of their colorful bouquets. A juice bar may want to post photos of their different flavored smoothies. The goal is to put your best foot forward.

The Downey MADE class went over this, along with the technical aspects of running a social media campaign, such as how to target a specific audience when running a Facebook ad. Marketing budgets, Facebook ad policies, and analytics were also discussed. 

Luckily, the class is returning this fall to Downey High School. I encourage local business owners -- particularly small businesses with limited marketing capabilities -- to apply for the class, which meets weekly on Wednesday nights. If you can't attend yourself, consider sending an employee to attend on your behalf. The class offers a wealth of information, not to mention networking opportunities. 

More details are available at downeymade.org/socialmediaprogram.