Think of your favorite band in the whole word that still produces music today.  Do you think their next song is guaranteed to be a global hit?  You probably can't answer this question.  It's not a simple yes or no.  There's many variables involved in the popularity of songs.

The concepts that underly social media are often thought of as a simple yes or no.  Cheap and easy techniques that produce black and white results.  Companies think that making a video viral is as easy as snapping your fingers and watching the success unfold.

Such is not the case. You have as much of a chance guaranteeing your video becoming viral as you do your next book becoming a bestseller.  Unless you're Oprah or along the lines of her popularity, you don't know for sure.  Social media extends beyond predictability and quantifiable measurement.

You can use tools that encourage content to become viral, but these tools cannot guarantee your content becoming viral.  The best you can do is remember that content is king.  The content is what becomes viral.