I spoke with a blogger/new media producer friend of mine this morning. Mr. X, I’ll call him, told me that he has been asked to create a viral campaign for an organization and present it later today. It’s worth noting that the organization used their own variation of “viral campaign” that suggested a lack of understanding of how social media works. Actually, their whole “invitation” suggested a general lack of knowledge and respect.

Two issues come to mind.

You can’t create viral. Viral is organic and while it depends on many elements to actually realize its potential, viral only happens because the subject is something that is wanted or needed by, and/or appeals to, the target audience. You can plant the seeds, water them and make sure they get plenty of sunshine; they’ll only grow if the conditions are perfect. And another thing… you can only talk about something being viral in the present or past tense. Everything else is a best-case scenario in the plans.

Of greater concern is the way Mr. X was approached. The invitation was crafted to specifically exclude any compensation for his time. Many companies want to capitalize on the excitement of social media and the power that it holds to generate influence and wealth. That influence and wealth has grown, organically, from the experimentation and activities of the grassroots community. Companies believe that the grassroots community is available to be exploited and is thrilled when the phone rings. When you answer that call, remember that your time, experience, knowledge and creativity are worth something — if not for you, for the company that wants you.