Facebook global head of brand design Paul Adams presented one of the most important talks last year. In the session, “What People Share and Why,” Adams suggested that people are not necessarily predisposed to sharing and said “brands need to understand why people talk. By doing so, it is much easier to create vibrant communities and conversations. The first reason people talk is to make life easier. For brands, that means creating content that makes something easier for their fans.” But is this true for all brands ?