You know the deal. Someone, somewhere, thinks of something they think is worth putting into a GIF, video or an edited image. They share it with their friends via social media. Then those friends share it. Then the friends of the friends share it. Then the friends of the friends of the friends share it. You get the picture.

Viralaity has become heavily incorporated into how we communicate. How many iterations of The Harlem Shake landed in your inbox? How many photos of sarcastic cats pass through your Timeline on a given day?

Marketers everywhere are struggling to find new ways to link their brands to these Internet sensations. Who wouldn’t want millions of effortless impressions? Well, it would appear that it’s just not that easy.

In 2011, the folks behind Smart Water attempted to get our attention by creating a video campaign that featured current cultural memes. The video tried to provide a cheeky commentary on the nature viral videos by following a formula: Jennifer Aniston + puppies + unruly talking birds + that kid who lip syncs to hip hop songs = a viral video sensation. Sounds foolproof, right? Well, the video didn’t take off.

Virality is reachable however – take Dove for example. Their new Beauty Sketches video has become the most viewed YouTube video of 2013 with over 50 million hits and counting. This is where notions like value, discussability and relatability come in.

The video is deeply human and shares a positive message about the way women see their bodies. It became something that people were compelled to share because of how relatable it was and how it opens the doors for a discussion on women self-esteem issues.  

Can brands set out to create viral videos? Possibly. But when they set out to create value, the results are much more impactful.

No question, this seemingly endless winter has taken a toll. The mountains of snow, five inches of ice glued to car windshields, salt stains on new pants, and wet socks have all pushed us to our breaking point. But it could be worse. Imagine the last four months without the soothing hot showers and gas fireplaces we use to take the edge off winter's chill. Not fun, right? Well, these comforts come with a cost heftier than our winter snow.

Currently, we are using the energy of one and a half planets to sustain life on Earth and scientists are predicting that winters will continue to get worse, and become longer due to climate change.  Earth Hour was born out of a hope that this all could change.

In partnership with the World Wildlife Fund, Earth Hour has created the "I Will If You Will" campaign to encourage people to go beyond that one hour, creating a better future for the planet.

Since the launch of the campaign last year, businesses, governments, and organizations have used Earth Hour as a call to action to those around them to do something more. Using YouTube as their primary campaign tool, participants upload video's promising to do something if a particular number of people commit to take an ongoing action for the environment- beyond the hour.

"So can one hour really make a different?" you ask.

Earth Hour challenges us to see the power within ourselves to make a difference in hopes of changing our planet for the better. From turning off the lights, to switching to energy efficient appliances, to reducing our water consumption, when we all come together we can make a significant impact. As a Canadian who has shoveled, commuted, and defrosted her way through the last few months, I say it's worth every effort to try and stop winter in it's tracks.

So, will you turn off the lights? I will if you will! Set a reminder on your phone, light some candles and make a difference!

Earth Hour: March 23, 830-930p.m.

One morning last week on CBC Radio Metro Morning, Matt Galloway and Jesse Hirsh (tech columnist), reflected on the recent retirement of Canadian tennis pro, Rebecca Marino. The announcement came as a shock to fans but after an on-going battle with depression, Marino is throwing in her racquet. Her decision to walk away from the sport she loved, she said, was fueled by negative comments she received online.

Why didn’t she simply shut down her computer to avoid the negative scuff you ask? Well, social media is an integral part of how we, as people, interact and communicate. For aspiring athletes like Marino, social media is a career essential according to Hirsh, and a necessary tool for build a fan base.

Incidents like this are all too common in the 21^st century and they shine a light on the impact of social media. Social media has become an invaluable tool in our professional world, but in spite of its brilliance I often wonder; where is the line that separates free speech from mean speech?

Freedom of speech is protected as a fundamental freedom that provides us with the outlet to speak up and speak out. Even though this allows anyone to post anything on the Internet, we can’t forget that there is a fine line between an opinion and a statement that crosses the line and breaks the law.

In Canada, a person can only be prosecuted for something they’ve posted on social media if that post is “criminally libelous or incites hatred.” When you are posting something on the Internet, essentially you are “publishing,” making you accountable to the same laws that traditional publishers are subject to.

Remember, social media has the power to amplify the voice of one person and can have a huge impact. Whether that impact is positive or negative, that decision is solely up to us, the individual publishers. It’s important to remember that whatever our role is in the online world, we must be responsible and accountable for the messages we send.

If you or someone you know is suffering from depression or bullying please visit http://crisisline.ca/links.htm.

This just in:

KBIS, North America's premier showcase of what's new and noteworthy in the Kitchen and Bath industry, has announced its new PR and marketing affiliation for KBIS 2013. For the first time in KBIS history, a hybridized agency collaborative will lead all marketing and communications efforts.

At Flying Camel, we are thrilled to announce that we have joined forces with O'Reilly-DePalma in Atlanta, GA and Chicago,IL, White Good in Lancaster, PA and Modenus in Orlando, FL and London, UK to shake things up at KBIS 2013 in New Orleans, April 19th-21st.

I remarked to a co-worker recently that there seems to be an organization or association for anything and everything these days. And today I was listening to the CBC, I know, how cultured am I? Truth is, CFNY wasn’t playing anything I liked. But I digress. So, as I was listening to the radio, they were discussing how a group in Calgary started Bow Tie Thursdays.

Founded by a trio of Albertans in the oil and gas industry, this social and philanthropic organization encourages bow tie lovers, both men and women, to rock a bow tie on the first Thursday of every month. Don’t think the fashionable festivities end here. Bow tie enthusiasts are encouraged to gather for breakfast or lunch and meet after work to share stores and yes, drink scotch. Even high-end retailer Harry Rosen came on board as a sponsor, hosting quarterly Bow Tie Thursday party’s (even Hugo Boss has participated!).