The document discusses how content on the internet is increasingly being shared across various social media and search platforms. It emphasizes the need for companies to create content that is optimized for sharing in order to reach wider audiences. Specifically, content should include intriguing headlines, descriptive images and metadata to better spread through social media sharing and personalized search results. The document also provides tips for monitoring discussions online, identifying influencers and advocates, and utilizing tools like Google Alerts, Analytics and social media analytics to track sharing.