social currency
Har du läst boken Contagious? Den tar upp och försöker reda ut varför vissa saker blir virala och andra inte. Författaren lyfter fram ett antal lyckade exempel på kampanjer och bryter  ner framgången i 6 principer som han menar är framgångsreceptet:

Social currency; It’s all about people talking about things to make themselves look good, rather than bad
Triggers, which is all about the idea of “top of mind, tip of tongue.” We talk about things that are on the top of our heads.
Ease for emotion; When we care, we share. The more we care about a piece of information or the more we’re feeling physiologically aroused, the more likely we pass something on.
Public; When we can see other people doing something, we’re more likely to imitate it.
Practical value; Basically, it’s the idea of news you can use. We share information to help others, to make them better off.
Stories, or how we share things that are often wrapped up in stories or narratives.

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