The thing that makes it popular...
might be precisely the thing that keeps it from working.
Chatroulette was popular because you might randomly see some horrible naked guy. It was like a train wreck attracting rubberneckers. But the very attraction that drew a crowd also ensured it would never be seen as a serious tool.
That kid in school that everyone cheers on as he works to become a class clown might appear popular, but it's certainly getting in the way of his being taken seriously enough to get into college.
I'd argue that the same thinking applies to the way you first encounter someone. You can certainly be over the top enough to get a handshake or even a meeting, but the thing that got you that meeting might be exactly what costs you the deal.
There are a hundred ways you and your organization can become more popular, earn more clicks, generate more comments... but is popular what you're after?