Ian Schafer's article prompts an interesting idea.
Normally we design websites to get people to visit the brand. What if we changed the goal and instead designed a website programmed around socially shareable content?
By "programming" Mr. Shaffer is suggesting that we keep the content fresh and interesting on a daily basis, similar to the continuous editorial decisions made at an entertainment news website or TV network.
This would require that the website be led by an editor-in-chief charged with making daily content decisions about news/videos/tips that will increase the brand's chances of being shared within social networks. Like the article suggests, the website would be run like a newsroom.
Love ideas such as this that totally reframe a problem.