It's clear that there is an inherent value in having content that people want to share. This is especially true in social media marketing. Creating content is just one step in the chain. If you can get users to share it for you, they're essentially doing your work for free. Additionally, others will be more likely to read the content if it is shared by someone whom they know and trust. Think of it as a vetting process. There are many people who wouldn't look twice if they saw your company's post, but who would absolutely read it -- and perhaps share it again -- if a friend or a family member posted it.