Can the "viral" nature of social media really produce breakthrough marketing campaigns?
I think the best answer is yes - but not often. I've been writing this blog for five years and I still haven't been featured on the cover of Time Magazine. (Though it did get me a few seconds on CBC Radio national news a few years back.)
Viral hits happen - like LOL Cats and the kid in the closet who loved Britney and the "Will it Blend" people. But they don't happen often, and almost never "on demand."