For my doctoral research study, I did a content analysis of the top 20 most viral or, RoI (return on investment) feature films. 2-hour films are a lot more complex than social media posts... but the principles are the same.

A helpful tool is seeing memes as holons. It gives you a way to isolate and analyze content elements.

See: http://storyality.wordpress.com/2013/12/12/storyality-100-the-holonic-structure-of-the-meme-the-unit-of-culture/

And the other info on holons and memes, here:

http://storyality.wordpress.com/an-index-to-this-blog/

eg:

On Cultural Evolution – and Memes:

StoryAlity #44 - Biological Evolution, Cultural Evolution, and Creativity: Film

StoryAlity #45 - On Movie Memes and Memetics (and: How Memes Work)

StoryAlity #45B - On Tracking Memes in The Meme Pool

StoryAlity #46 - On Mayans, Memes, Creativity, Darwin and Dawkins

StoryAlity #47 - Why are some Screenplays/Films more `viral’ Memes?

StoryAlity #47B - More on Memes & Film (and: 3 solved problems in Memetics)

Many times the first meme a person encounters is a social media image of a film.

Hi Giorgio,

Please have a look and I welcome any details you need 

https://www.researchgate.net/publication/303651858_The_effect_of_using_a_developed_spoken_social_networking_website_on_instructional_technology_students_attitudes_and_habits_in_Egypt

https://www.researchgate.net/publication/292156199_A_Developed_Social_Android_App_To_Acquire_Design_Skills_For_Instructional_Technology_Students_In_Egypt

Best Regards

Hussein

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