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I honestly think each of us can be more creative by ourselves than when we belong to some group.  Even at work, it takes courage to express yourself fully.  Unless, of course, the company culture screams "all hail, creative" then social media will follow naturally.

How does one product or campaign go viral?

A cynic would probably equate it with having the machinery and the money to make something click.  It does make a lot of sense but more so back then, not until the web seamlessly incorporated itself into virtually everyone's lives.  Because, time and again, a video would go viral (or trend) seemingly short-circuiting our collective sensibilities and make celebrities out of mere mortals.

The long answer would probably be found in the works of Malcolm Gladwell, Heath brothers and other brilliant theorists who continue to study these growing web phenomena.  But for the short answer, I'd probably stick with 'creativity' as the culprit.

Just in case you or your company are seriously looking at going social media full-speed, you might want to gather workmates around and take a serious look at eccentricities you can leverage to go with a working product.

A marketing man declared that the web made every company essentially a publishing company.  I think it can also be said that while you're at it, try and adopt the mind of being an ad agency, too.  For with social media, creativity can give such a boost.

Check out these tips from MailChimp on creating a creative culture.