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One person merely kicking-off in a blog seldom works. It is when the contents of the blog resonates with others, previously ignored others, frustrated others, disenchanted others, that the blog gets shared, referenced, endorsed – becoming viral.

In the vast majority of cases viral works when the “normal channels” have failed as the response, or indeed lack of it, by the supplier adds substance/grist to the angst. Grist that resonates.