Sharing has a lot to do with social currency

It's a fact. It is possible to predict pass-on-ability. So said digital analytics guru Stuart Eccles, of Made by Many, at Creative Review's Click! conference last Thursday.

He recommends that we use the internet as an experimentation medium to find out which aspects or our brand and brand messages have potential. If the viral coefficient in the first wave is more that 1 then it's more or less guaranteed that it will gather momentum and go viral.

Watch out though: the viral coefficient declines as it becomes more popular. You have to spot when it's time to refresh your message.