This is a heckuva quote that had me, embarrassingly enough, fist-pump the air when I read it recently. It's from the Inspire UX blog which I need to remind myself to check in with more often, and pulls from Kristina Halverson's article.
I'm often asked to improve the UI of an already-designed interface for a locked-in marketing campaign based on content that, frankly, aint all that compelling. By establishing an internal IA/UX practice (for the retail e-commerce group I work for) I hope to differentiate between the marketing fig-leaf of "adding sharing links" and creating content that is actually worthwhile to our customer.
We're all familiar with the many customer-focused mantras that brands and marketers like to espouse. And "social media" has given us the tools to connect with our fans and have our fans connect with each other. But customer centricity does not mean adding sharing-links to lame content. And if other people in our organization don't get that our content is not compelling it becomes the responsibility and the opportunity for the UX professional to lead the way.