From a fortune cookie I got recently:

It’s easy to make the decision to do some “new marketing”. Just take a small budget for “blogs, social media, and stuff like that” and stand back and wait for it all to go viral. What’s tough is the follow through, getting beyond that initial commitment to the point where you can make some progress. You have to get beyond The Moment of Float.

(No, I did not really get this in a fortune cookie, but thanks for believing.)