What are the most valuable words on the Internet?

“Have you seen that …?”

As the true value of social media is debated around the clock, there’s a certainty, when it comes to this phrase. If you can produce something on the Web that can get one cubicle-dweller to lean over to the other and whisper, “Have you seen that …?”, then you are solid gold.

Susan Boyle blossomed out of the “Have you seen that …?” phenomenon. “Saturday Night Live” was resurrected by it. Reality TV depends on it to keep the blood (and cash) pumping.

And little businesses can get big bumps out of it, hooking the social media eyeballs and mouse clicks for a few precious minutes.

We’ve seen performers on the Web who have jumped to the big screen (like SNL’s Andy Samberg and actress Felicia Day). There have been imported TV shows which floated through YouTube only to become primetime in the U.S. (Wipeout, anyone?) and we’ve seen products turn the uncertain commercial tastes of everyone in this economy into strange, but true, profits. (Just ask the geniuses behind the Snugglie.)

So what does it all mean? Are there any real ways that a biz hungry for customers can make the “Have you seen that…?” magic happen?

Well, it helps to be lucky, creative or plain crazy.

You can’t predict things like the Keyboard Cat or Dramatic Hamster. Those videos just happen. Same goes for the eccentric successes of Tay Zonday or iJustine.

But the Web rewards uniqueness, creativity and great stories. That’s as much of a secret formula as there is.

“Have you seen that …?” doesn’t happen when someone sets out a sign on the sidewalk with hopes people will walk into their real (or virtual store).

“Have you seen that …?” grabs you and doesn’t let go.