Contagious

Social Currency

We share things that make us look good

Triggers

Top of mind, tip of tongue

Emotion

When we care, we share

Public

Built to show, built to grow

Practical Value

News you can use

Stories

Information travels under the guise of idle chatter

People like to pass along practical, useful information. News others can use.

If people can’t see what others are choosing and doing, they can’t imitate them

So rather than just going for a catchy message, consider the context. Think about whether the message will be triggered by the everyday environments of the target audience.