The platform would need more of a value add to get consumers to be early adopters. With sharing being a uniform aspect of the Internet more and more, what you need is a data resource, creative content or interface that sets you apart. In other words, consider what kind of shareable content your brand best associates with, and find suitable online content providers to create partnerships with. This gives you a base, allies and a growth strategy, all at once!

Happy to elaborate more and help you out!