Can you plan viral marketing?

Listen to an interview with Morgan Westerman and his answer to the question "Can you plan viral marketing?" (Source)

-What emotion do you want the user to have? How do you want them to feel?
-What is the target audience?
-People aren't buying what you think they are buying. People aren't buying what you're selling. They're buying emotion.
-What's in it for the sharer/referer?
-content is still king. But more clearly, content that causes an emotion is king. So when they think of your content, they have a feeling.
-identify who is doing the referring and does your campaign appeal to those referers

Viral Marketing: the tactics to get people to do the passing along