It's now the norm to have links at the bottom of news items, videos etc where you "Email to a Friend".
This is so you can share the content with someone who you think will enjoy or get something out of it. Its good for the company, they get another hit on their web page and it may even contribute to them getting a higher search position in Google/Yahoo/Bing.
Why is it then, that on the rare occasion I do forward something to someone, it doesn't work? Why have the function there as an option, if its not going to work?
As a marketer, I was taught that any PR is good. I was taught that even better than spending X amount of money on advertising, Word-of-Mouth is the best form of advertising. I might want to start a converstaion about it.
Hello! Companies X, Y & Z. Don't you really care? Fix up the links!