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Meet the Pied Piper of the online world, Mari Smith, a veritable engine of personal branding and a relationship marketing whiz.

When compared to other social media sites, Facebook has a much larger potential reach for "memes" (ideas that people can't help sharing with their friends) but is quite restrictive on the ways in which these memes can spread. To identify the characteristics necessary for a meme to thrive on Facebook, we must look at what the restrictions demand from them.