Sharing is the new “pass-along readership”

Here’s one for you old-timers.

Remember when your medical device marketing media plan was primarily print? Your media buyer would collect rate cards with numbers of subscribers and negotiate for the best cost-per-thousand impressions.

She’d negotiate with the publication’s sales manager who would invariably talk about “pass-along readership” to give a sense of the “true” number of readers exposed to your message.

Guess what?

Those little share buttons? The ones inviting you to email to a friend, tweet on Twitter, share on Facebook, update on LinkedIn, upload on YouTube?

That’s your new pass-along readership.

How are you leveraging it?