As retailers and entrepreneurs, it's all-too-easy to reduce sharing to a simplistic, mechanical function that customers "will simply do". And we would be completely wrong.
It turns out that there are several distinct reasons why people share. The New York Times' Customer Insight Group did a study (http://nytmarketing.whsites.net/mediakit/pos/) and identified the 5 following motives:
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish our relationships
5. To get the word out about causes and brands
Here's a SlideShare we put together to help you think more deeply about these motivations.
Think of these 5 motivations as starting points for evaluating your customers' desires. Your product and your content has to resonate well with at least one of these motivations before your customers will share!