Those of us who work in marketing, public relations and the social media world spend a lot of time talking about – and thinking about – how to make our digital media viral. We know how hard it is to have a topic trend on Twitter or to create a overnight video success on YouTube, but we keep fighting the good fight. We make stellar content, promote it heavily and cross our fingers for a little good luck and timing.

Duke University Library’s Answer Person blog recently stumbled on the recipe to go viral, when a 2004 blog post on the difference between payroll and income tax received over 20,000 hits last week. Read more about how it happened here.