Up over at Copy Blogger is an article discussing content marketing strategy as a way to influence the perception of your business, product, etc. As a marketing professional I found this particular line to be poignant:
It’s our job to create content worth sharing. How it’s shared isn’t up to us.
The marketing world seems to think that blaring your message on social media is the way to get your name out there, but that method is too forced. You cannot just add sharing buttons or links and expect people to start using them. Create something that people want to share, and the rest will take care of itself.