Whether you're a private counselor, a high school, or a college, if you need to attract customers, one viral ad, tweet, video or posting will never be worth as much as permisison to communicate over time. As Seth Godin puts it in "Converting viral traffic":
How many eyeballs are passing by is a useless measure. All that matters is, "How many people want to hear from you tomorrow?" Don't try to convert strangers into customers. It's ineffective and wasteful. Instead, focus on turning those momentary strangers into people eager to hear from you again and again. Yes to spreading ideas. Two yesses to using those ideas to earn permission going forward."