Law 1: We seek comfort in relationships: Surround us with community, which we’ve seen success with like Facebook, Twitter and 4chan. Most interestingly is PostSecret, an ongoing community art project where people mail in their secrets anonymously on one side of a homemade postcard.
Law 2: We all have something to say. So give us tools to express ourselves. Tools include comments, notes, and all the fun things Facebook has given us with Timeline, etc.
Law 3: We need to feel important. Use rewards to make us feel special. How do you make people feel special? One way is through exclusivity like Gilt Group. One way is through badges on Foursquare.
Law 4: We are hypnotized by beauty. Give us something beautiful to look out. Flipboard puts the image first. Instagram is a series of beautiful images within a community.
Law 5: We are captivated by the unknown. So target our curiosity. Foursquare does this with points! Pinterest does with page after page of constant intrigue.