Want to make something that spreads? Rage!

People act like a herd. Similar people attract each other online. And they behave much the same way there. So the key in marketing is what kind of social currency your are creating. And its not the ego centric individual  that´s the aim - it´s group dynamics. Focus on communities of people. Interests. And be the space in between them by adding something of value. Something they will experience as a social value. 

"We find the correlation of anger among users is significantly higher than that of joy, which indicates that angry emotion could spread more quickly and broadly in the network. "

Anger spreads faster than joy: Read more here: http://arxiv.org/abs/1309.2402

For most brands - create joy...