When it comes to social networks we all have access to a living lab. Everything that happens there can be deconstructed and provide valuable insights on how we connect and what drives us. The truth is that while many of us spend an incredible amount of time sharing information and interacting in environments such as Twitter, Facebook and Google Plus, we know next to nothing about that motivates us there. Why do we share some content and not others? Why do some posts leave us indifferent while others get us all fired up?