You hear this term “share” from the moment that you start interacting with other kids at a young age. Parents teach you to share from day one and enforce it for the rest of your lives. It gets engraved into your being every single day. So why isn’t it a surprise that you want to share everything about your daily lives in the digital world? However, sharing your lives is not the topic of discussion of this article. We will instead cover the relevance of sharing other things that you find on the web with your friends and family through social media.

One of the greatest opportunities you have as a broadcaster is surrounding your radio station with brand ambassadors. There are always discussions in studios about who is discussing your brand with their friends. I am here to tell you that it has never been so easy to accomplish that with social media. Question: How many websites have you personally been to in the past week that you saw the “like” on Facebook link on it? Facebook has made it so easy to share content from other sites with your friends on Facebook. So does your website have a “share” or “like” tab on it? When you are posting about concerts, updates, and other things related to your station, there should be a “share” tab so that your brand ambassadors can click to tell their friends easily about what is important to you at any given time.

Let me put this into prospective for you. Let’s say that you have on average 1,000 people visit your website everyday. You posted a new TobyMac concert on your website and John Doe clicks that he “likes” it and shares it with his 300 friends on Facebook. Out of his 300 friends, two people on John’s website “likes” it. One of John’s friends has 110 friends and the other has 210 friends. Let’s say in the unlikely event that those two friends don’t have anyone “like” it. Than you just repost your event with your brand attached to it to 630 more people then you expected. That is a 63 percent increase in people seeing your event through the use of Facebook.

The great thing about that additional 63 percent increase on your event is that it came as a direct endorsement from a brand ambassador. If your friend told you about this really cool pair of shoes that went on sale, are you more likely to buy it than if you saw an ad for it on TV or radio? Of course you are. Your 63 percent increase came from friends telling friends to go see TobyMac which gives the endorsement more meaning and likely better results.

As the digital world continues to grow, “sharing” is going to become the norm on the web. We need to be implementing the same sharing strategies in the mobile app world as Facebook and Twitter have done in the social media and web world. This concept will continue to evolve, so figure out how you can utilize this tool to build up your brand and “share” away.