Sometimes social media success is dumb luck. Just look at the giraffe.

We can talk strategy all we want. We know best practices. We know how to make the best of what we have. We know good content drives sharing. Over the last year we've begun to learn that social works just as well as a utility for brands as it does an entertainment hub.

Strategy is a good thing. It keeps good brands out of trouble and provides a method to the madness that is online marketing. Then there are days and things that defy logic.

Like giraffes.

This giraffe riddle on Facebook went viral yesterday. I'm not sure where it started as the post was a chain post. The riddle that was posted and required answering (in private message only to the poster) went like this:

"It’s 3 a.m., the doorbell rings and you wake up. Unexpected visitors! It’s your parents and they are here for breakfast. You have strawberry jam, honey, wine, bread and cheese. What is the first thing you open?"

First: if you can't answer the riddle, you have to post the same instructions on your Facebook page and change your profile picture to a giraffe.

Second: It's a door. The first thing you open is a door. Sorry for the spoiler.

Depending on your school of thought, you could open your eyes first. To each their own.

Third: What the heck does a giraffe have to do with that riddle?

This riddle has started a movement. The Chicago Tribune even covered the story. All because of a riddle. No strategy. No brand messaging (unless it's a clever trick by Toys R Us). Just a random day in the life of the internet.

Social success isn't always logical. Sometimes stuff just happens. Just look at the giraffe.