Viral media is something that gets talked about a lot. Journalists and conversation-makers flock to it. Businesses crave it. But pure memetic force doesn't always garner the desired results one is looking for. Constructed to play out on social media platforms, a viral campaign could expose certain facts that your organization would rather not have exposed.
In 2007, a US Intelligence report concluded that as long ago as 2003, Iran had decided not to pursue the possibility of creating a nuclear war head. However, Iran did not intend to restrict its capabilities to enable it to enrich plutonium to a level which could then be used as fuel, within its declared nuclear power program.