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One of the most surprising things I learned while working on my viral content sharing report is that one of the most common reasons people send content to their friends is because they believe that otherwise their friends may not see it. People who mentioned this typically said things like "they might have missed it," "they might not have seen it on their own," or "some of my friends aren't up on the news." Almost 6% of the respondents to my survey specifically gave some variation of this motivation and I believe this percentage is merely the tip of the iceberg since users often do not fully understand all of the triggers at work in their own behaviors (as Dr. Clotaire Rapaille says "most people don't know why they do what the things they do.").
