Information exchange and message diffusion have moved from traditional media to social media platforms. Messages on platforms such as Twitter have become the default mode of company communications replacing lengthier public announcements and updates. Businesses and organizations have increased their use of Twitter to connect with stakeholders. As a result, it is important to understand the key drivers of successful information exchange and message diffusion via Twitter. We conducted an exploratory analysis on a dataset of over a million Tweets, comprising of over 40,000 lead Tweets, further filtered to over 18,000 Tweets. We identified the most popular messages, and analyzed the tweets on multiple endogenous dimensions including content, sentiment, motive and richness, and exogenous dimensions such as fundamental events, social learning, and activism. We found some interesting patterns and uncovered new insights to help researchers and practitioners better understand the behavior of popular viral tweets. We also performed sentiment analysis and present an early stage model to explain tweet performance.