Social media is providing a major opportunity for businesses, allowing them to interact with their customers over these popular channels. Forward-thinking organizations are also using social media to cast a wider net and apart from reaching their customers, also interact with their clients' social contacts.

In order to successfully do this, business leaders are looking for innovative ways to encourage their customers and followers to become advocates for the brand by passing on the message to their own connections and increasing the reach of their organizations to individuals who might otherwise have not been exposed to that information.

Organizations which already have a fanbase have a ready-built audience which they can tap into and share information about the company over social channels. The Baltimore Ravens recognized this opportunity and are always looking for ways to engage its fans and encourage them to share content with their contacts.