This document discusses how businesses can use social media effectively and provides examples of viral social media campaigns. It summarizes campaigns by Wendy's, Denny's, Dove, and the ALS Association that engaged emotions, had original ideas, and encouraged participation which helped them go viral. The benefits of viral social media campaigns are described as increased engagement, free alternative advertising driven by people. The document advises businesses to find original content specific to their industry, and call for participation through social media while consistently posting.