People on mobile love to share. That may not come as a surprise to you; but the scale of it might. Our team has learned that one mobile user, can voluntarily share a piece of content with up to 200 friends if incentivised to do so. We have seen this trend on many branded mobile content items. The incentive needs to be mobile appropriate, real-time and relevant. That means that your advert, your staff video, your product update, your NGO awareness info graph – can be spread peer-to-peer in a cost effective way. The added bonus? People trust their peers. Is your organisation leveraging the trust of peers to spread your mission-critical message? You should be using mobile to do precisely that.