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Pretty much everyone is connected in some way to social media networks, with any decent effort consisting of at least 2-3 networks which are updated frequently.

As more of our daily interactions move to the mobile phone, so have our marketing efforts, vying for those precious seconds in between a customers Facebook post where a desire to purchase can be implanted.

Many companies will resort to tried and true methods of getting onto a feed. You could offer a promotional price in exchange for a share or referral. Or you could give some incentive for being "followed" allowing you access to post directly to the customer (at least until you get annoying and are "unfollowed").

While those methods are a great way in, another often overlooked method is to utilize the data that you already have on your site.

Sharing on social media is much more successful when it is specific. Imagine seeing a picture a friend posts of a new trendy restaurant vs a picture of an amazing lobster dish at the same restaurant. There is a greater call to action there, because in the end you go to restaurants to eat, and you go there to eat the things they are famous for.

An e-commerce site, similarly could encourage a customer to share a dynamically created page showing their purchases. People who share their clothing purchases are more likely to be trend setters, and their friends across the globe can see exactly which skinny jeans they chose to drop their hard earned money on.