Social networks have inherent limitations, and certain brands will have a much harder time succeeding than others. In short, people share what is interesting, exciting or funny with their friends. When users spread a message about a given brand on a social network, they are effectively co-branding themselves and tend to be very particular about which messages they will propagate. A well-defined brand such as Puma, where users seek to identify themselves with the business, is more likely to succeed than other brands, which lack the same levels of affinity.

Puma on Facebook

On the other hand, a brand such as "I Can't Believe It's Not Butter" is going to be challenged.

The "I Can't Believe It's Not Butter" Spraychel for President campaign

For the brand to succeed, the enterprise must have a relationship with the consumer that inspires and promotes co-branding. However, it becomes tricky; if brands are cool, people want to identify with them and spread the message. If it becomes too cool, it begins to feel co-opted and people will shy away. While the team that produced this site took the right steps tactically, such as creating a poll which propagates interactions through the news feed, it's unlikely that the page will ever have a huge number of fans.