Alas, it seems the "friendly bark" option was not deemed as too friendly.The poor wolf didn't like it and ran away. I assume it's random as to whether or not an action works?
Yes, and the rate to bring a WW home is pretty low, if I remember correctly. Somewhere around 4-5%? If you are in a Guild, there is a guild bonus that raises it to 10%!
Further, anytime you fail a WW encounter, you get a knucklebone. If you get 50 knucklebones, you automatically get a WW Hunt in your hunting profession, which guarantees you a WW! You can also get knucklebones through releasing a level 10 wolf.