From To Save Everything, Click Here by Evgeny Morozov:
Contrary to what most Internet cheerleaders think, virality is hardly ever self- generated and self- sustaining. Memes are born free, but everywhere they are in chains— those of PR agencies and freelancing solo artists. Both have perfectly adapted to this new digital world and found ways to reverse engineer virality by manipulating the economics of social media. They know how to feed the right stuff to bloggers to generate buzz on important, even if niche, platforms, and since so many in the professional media now read sites like Gawker and The Huffington Post, extending their reach far beyond social media.