David Meerman Scott
What people do care about are themselves and ways to solve their problems. People also like to be entertained and to share in something remarkable. In order to have people talk about you and your ideas, you must resist the urge to hype your products and services. Create something interesting that will be talked about online. (Location 175)
When you’ve got something worth sharing, people will share it—no coercion required. (Location 181)
Lose control. Here’s a component that scares most people silly. You’ve got to lose control of your “messages”; you need to make your valuable online information totally free (and freely sharable); (Location 182)
If you want your ideas to spread, you need to be involved in the online communities of people who actively share. (Location 187)
When a product or service solves someone’s problem or is very valuable, interesting, funny, or just plain outrageous, it’s ready to be shared. (Location 188)
Point the world to your (virtual) doorstep. (Location 191)