Walmart's 2007 Facebook campaign failed because it did not engage with users and considered Facebook only a promotional platform. General Motor's viral video campaign backfired after environmentalists and critics created videos criticizing SUVs. Dove's "Real Beauty" campaign succeeded through viral videos that started important conversations about beauty standards, garnering over 30,000 testimonials and $60 million in free media. Old Spice's 2010 viral response videos engaged influencers, received over 400 million views, and boosted sales by over 100%. Social media requires listening to users, adapting brands authentically, and leveraging conversations rather than just promoting.