In the end, all that matters is what happens when the clicking/swiping is done. What do they NOW feel? What do they now SHOW for it? How are they now better in a meaningful and — better still — OBVIOUS way? It is those moments that create a reliable, sustainable result in both WOM (word of mouth) and WOFO (word of obvious) that is the heart and soul of authentically “viral” and lasting growth. ~ Kathy Sierra's comment on this post.
Kathy nailed it.