And the positive release which comes from arousal actually replicates the processes used in therapy. The social sharing of emotion produces immediate benefits, a therapeutic effect. What arouses us to share our happiness? We can discern a clue from one of the most successful promotions of all time. When Share a Coke was developed by our Sydney office, we had no idea that it would prove utterly magnetic and that it would generate billions of shares. Wherever it has run – and that’s in most places around the world – it has helped reignite the relationship of young adults to one of the world’s most iconic brands. Share a Coke aroused the sense that being socially connected is fundamental to our social and psychological wellbeing. Young adults tend to spend less and less time with family and more with peers, and these peer relationships become more intimate the more experiences are shared. We have always shared, but the internet allows us to share more. As futurist Stowe Boyd puts it, “I am made greater by the sum of my connections; so are my connections.” “I do not like the word viral, and try to use it as little as possible.” That is one reason why I do not like the word viral, and try to use it as little as possible. I understand the analogy; but to me there is something malign about the word. When the research clearly tells us that internet sharing is the sharing of hedonic value, talking about making things viral somehow feels inappropriate. Another word to be careful of is meme. Richard Dawkins, the ethnologist and evolutionary biologist, coined the term in his 1976 book The Selfish Gene. He described a meme as the cultural equivalent of a gene in biology. The latter self- replicates by a chemical process, while a meme undergoes the same process through cultural repetition and interpretation. Examples include a melody, line of poetry, fashion, and learned skills.