henry copeland: The more successful stories in the social age also tend to reflect the sharer's identity. "Sharing leaked Rihanna cellphone pictures isn't really something you do on Facebook. 'Hey, I hear there are nude Rihanna pictures, can someone send them to me, as I've got some time this weekend?' That's not something you'd post, even though people do Google for the pictures. Social has enabled the ability to do substantive stuff that ties in with people's identity. If you share a Harvard Business Review article, it's partly because your peers see you sharing something from a respected publication. People got used to this idea that you had to dumb down your content to be popular. In fact you're more likely to spread smart content. We did a very literary post on books you need to read in your twenties. It has millions of views, partly from people who want to be seen as literary."
- www.wired.co.uk