After reading and viewing content, sharing it socially is arguably the most widespread activity on the web.
We now take that for granted, but why do people do it?
For several years I was responsible for inductions for new members of staff, explaining what UX is and how it works. This evolved into a presentation of the four stages of experience design: Research, Modelling, Synthesis and Documentation, and how they apply to its different forms, with a map of related skills and how they overlap.
I later used this analysis in developing Tribal Worldwide's hiring strategy for UX staff.
Some time before Tribal DDB employed any social media strategists, I proposed a systematic analysis of why people share what kind of elements people, and to what range of audiences. It led to a concerted effort to articulate a coherent sharing strategy for the VW site.
Sadly my suggestion that the shareability of any component should embedded in it as metadata was not followed up.