The main characteristic of moss is that it likes moisture. Different mosses have different tolerances for soil moisture. Some will grow in swamps while others will grow in on hilltops. You don't need a constantly wet environment for your moss, but in dry areas they should be protected from direct sunlight, which dries them out. If they dry out and turn brown, they can be returned to green by watering regularly for several days. However, if left dry too long, they can start to die. Note that they can look golden brown as a consequence of numerous tall seta (brownish hairlike stalks with a capsule at the top). They also need water during reproductive phases in order to spread. However they do not like to be waterlogged. They shouldn't need watering between November and May.
Under sufficiently moist conditions, our mosses will spread quite well on their own, however you can break your mosses into smaller amounts and spread them manually. A mat of moss is actually many individual small moss plants. You can dig up a section, break it into smaller pieces simply by pulling it apart, and then plant it in new areas.
Our mosses like acid soil and you should avoid placing them on or near concrete, such as paved driveways and house foundations. Concrete makes soil more alkaline (the opposite of acidic). You should also be careful about introducing mosses in areas near lawns with a lot of shade - they will tend to spread and choke out the grass. Also grass fertilizers and lawn treatments often contain chemicals that can kill mosses. For instance, powdered lime is commonly used on lawns specifically to kill moss by deacidifying the soil. This can leach into areas where moss is growing and kill it, especially if it is downhill from the lawn. Also, roof moss treatments use metals such as copper or zinc to kill the moss. When it rains, these metals will wash off of the roof and down the gutter downspouts. Mosses around downspouts will then be affected by these chemicals. Mosses may still grow under adverse conditions but they will won't spread or look particularly healthy.
Mosses thrive on neglect if they are in shaded areas and can even be occasionally walked on. However, they do not like abuse and you should not think that they can take the kind of wear that a grass lawn can support. Pets, especially large dogs, can damage moss as well. Therefore mosses are best for areas with deep shade, humid conditions, and minimal foot and animal traffic. We do not recommend our mosses for areas east of the Cascade Mountains.
In summary, for best results, place mosses in shaded areas (dappled sunlight at most), on the north, east, or west sides of structures (away from concrete), and water them during dry periods if they start to turn brown. Hairy Cap Moss should be placed in well-drained soil with organic enrichment. It will not grow in places without soil that is at least 3" deep. Oregon Beaked Moss can be placed directly on stones or wood, although it can also grow on soil in shady places. You can spend a lot of effort keeping moss healthy in inappropriate areas, or you can work with the natural strengths of moss and have a nearly maintenance-free experience.