Viral Videos - it can bring you up or plunge you down.

Viral videos present an amazing opportunity for companies or even individuals to get viewers, customer, followers and just in general get the word out. A couple of days ago I started thinking - is there a such thing as a bad viral video? For a second, I thought - how can viral video be bad? I mean, if it gained so much attention and went viral isn't that the definition of success?-No. In recent months I've been exploring YouTube in more depth - it's community and the way things work. One thing I saw multiple examples of is - fake viral video can seriously harm company's image.
They definitely can gain a lot of attention but most of the fake viral videos, especially if company tries to cover it up - is frowned upon by most YouTubers. Some of the most prominent influencers (mostly vloggers) on Youtube actually devote quite lot of time discussing these videos and making fun of them at best.
Sarah Perez wrote an interesting blogpost Fake Viral videos: Is this Good Marketing? talking about this very topic and demonstrating a few "viral failures".
I believe that if a company decides to make a viral video they should be cautious about the reaction it will evoke and be prepared for the fact that they will not have any control over how it will be interpreted and discussed.
Furthermore, I think every company needs to identify itself. They don't need to shine a huge logo of the company throughout the video but  a link to your website at the end of the video can be a good idea. This way you may avoid people getting frustrated thinking you are trying to TRICK them.