Gawker editor Neetzan Zimmerman spends his days trawling the Web for content that will get traction on social networks, and he says he has developed a sort of sixth sense for the kind of content that's likely to go viral. Zimmerman takes his job seriously, and says that viral content is a true reflection of people's real concerns. "For me to be plugged into this stuff is like being plugged into the foundation of man," he says. "This is the stuff that people really care about, not the stuff that they're pretending to care about at cocktail parties."

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