The last sentence of this excerpt goes right to the heart of the matter. A long post, but a good one, from Brian Solis.
Worthy content combined with evangelism and clever promotion will earn visibility and expanded syndication through retweet (RT), link shares, Diggs, Stumbles, bookmarks, tweetbacks, Likes, and other forms of social syndication. With each new instance of sharing, content reverberates through extended social graphs. Content becomes a social object that inspires communication and action.