In the light of recent events round here, I’ve decided to be as clear as I possibly can (working against nature, some will say).
Seems the answer is the simpler and slippier the better (and not “sticky” as we used to think…)
Keep it dead simple, make it personal and give people a reason to pass it on.
But as all of us Social Object fans would have told you the important thing is the degree to which they serve social needs of folk they are made for.
Readers may note/copy or what you will.