1. Social media content creation is both an art and a science, with certain principles that lead to content being widely shared. Content spreads when it connects with people emotionally and captures cultural moments. 2. Mobile usage and social sharing are inextricably linked, so content must be optimized for mobile viewing and sharing. Over 75% of visits to one site came from social media and 50% from mobile. 3. Data analysis of content performance across different platforms can provide insights into what spreads and how to improve reach. For example, certain types of content may see more sharing in the early hours after posting.