People not sharing your product online?

“Why won’t they share our product on Twitter, it doesn’t cost them anything…”

Yes, it does.

If it doesn’t say something positive about them for associating with it, it costs them something. Status, trust, reputation, attention. These aren’t free, or infinite, so they aren’t spent as such.

If it says something positive about them for associating with it, it gains them something. Status, trust, reputation, attention. Because they’re valuable, sharing is now something people want to do regardless of whether or not you put a huge share button in their faces.

Sharing isn’t free. Sharing is an investment. Make it a good one.