The document discusses how to effectively spread a message on social media by examining what made the Ice Bucket Challenge go viral in 2014. It notes that the challenge raised over $115 million for ALS research. Some key factors that contributed to its viral success included having simple rules, triggering emotions, creating social currency by challenging others, and telling positive stories. The document provides tips on using similar strategies to spread environmental messages on social media, such as establishing goals, creating relevant content, listening to others, and using hashtags to connect with like-minded groups.