Remember phone trees?
Before the dawn of group messaging, e-mails, and Facebook, there were phone trees and they played a vital role in me not going to school.
When I was in grade school, the school would give these out to parents at the beginning of the year.
Anytime there was an emergency (like when school had to be shut down for winter storms), the school would call a few people and then those people would call a few more, so within an hour everyone got the message that school was cancelled.
What does that have to do with social media?
Phone trees have two important elements.
First, there was a defined path for a message to be distributed through multiple channels.
Second, the message was important and urgent enough to spread around quickly.
Those two factors should be a part of building your social media strategy- connecting with the right people and sites who want to distribute your content and creating compelling content that is interesting or important enough to get passed around quickly.