As to virality - I like Henry Jenkins ideas. After I googled it now I found that he wrote a book on that subject (http://nyupress.org/books/9780814743508/ http:

As to virality - I like Henry Jenkins ideas. After I googled it now I found that he wrote a book on that subject (http://nyupress.org/books/9780814743508/ http://nyupress.org/books/9780814743508/ )- but I had just read this on his blog.