“Viral” content may seem like an inexact and unpredictable art, but at least one man believes social media can be broken down to a science. During the final day of panels, discussions, and other events at Social Media Week Los Angeles, the Creative Director of a Los Angeles-based online publishing company will discuss the human nature that drives social media shares.

The presenter is Patrick Mulford. He’s the Executive Creative Director of theAudience, a company that prides itself on its ability to “build meaningful connections between leading entertainers, global brands, and highly engaged fans, through compelling, sharable content that binds their lives together.” Among other campaigns, theAudience helped organize the social media push around Dove’s “Real Beauty Sketches”.

Mulford believes people use social media for four distinct reasons, and during his talk, he will describe these aspects of human nature and explain why brand marketers must understand them. The event begins Friday, September 26th at 3 PM at The Broad Stage in Santa Monica. If you’re interested in attending, you can get a ticket for Social Media Week Los Angeles here. Use the code TF20 for 20% off. You can also check out the full schedule of SMWLA events here.

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