We have all heard the expression that “your network is your net worth.” It’s not what you know, it’s who you know — and today that means social networking as much as face-to-face connections.

If you are going to promote your brand — whether you are a publisher, retail store, manufacturer, or service provider — you need to craft interesting, compelling content that people want to share. And just as important is ensuring that your website is designed in a way that boosts the chances that web surfers will recommend you on Facebook, Twitter, Instagram, Snapchat, or any other social network they frequent.

Here are some key components to keep in mind when building or re-designing a website to maximize its chances for social network sharing.

Make It Easy

It is critical to include social-sharing icons that are easy to see and simple to use. They should include a single-click option that, for example, instantly allows the reader to have their Facebook or Twitter profile authorized. You never want your content more than one click of the mouse away from appearing on their timeline. The easier your make it to share — perhaps by using Weebly’s sharing infrastructure options — the more likely your audience will be to help promote your content across the web.

And keep your audience in mind. If you have a hip, tech blog with many digital-native readers, you will want a different look than if most of the visitors to your site are members of the American Association of Retired Persons. But don’t discount the latter: many seniors now connect on Facebook routinely and they love to share interesting articles. You just have to make sure they know how.

There is a reason that most sites include social network sharing buttons at the top or bottom of an article — or both. Be sure to look at the pages of companies you respect, and don’t hesitate to copy the best aspects of their style. You don’t have to re-invent the wheel.

Share Your Own Content Automatically

Set up your website so that any new piece of content will automatically be sent out to some of your social media accounts. If you’re not sharing your own stuff, why would anyone else?

For some platforms — like Facebook — it makes more sense to have a hand-crafted touch each time you update. Whereas on Twitter, given its real-time, fast-paced presentation, it’s best to just have your link appear on your time line as soon as possible after something new appears on the site. You can use sites like Twitterfeed to automate sharing.

Display Your Social Accounts

As with sharing your own stuff, you want your site to feel like a social place where conversations and interaction abound. So include a snapshot or your latest tweets, recent Instagram photos, or just a box that shows who your Facebook followers are.

Twitter makes this easy and so does Facebook. Or, if you don’t like the design of their offerings, look for WordPress plugins or other widget options that will give you more customization over the look.

Incorporate Analytics

One thing that many designers forget are the numbers. With so much focus on the look, the underlying knowledge of how and what gets shared can get pushed to the back-burner.

But all websites — every single one — need to contain functionality that tells its owner who is coming, when they are coming, and what they are looking for. Google Analytics is a great, easy option for the website itself, but also be sure to look at social sources. Build them into the content management dashboard if you can.

Some options are free, while other powerful tools can cost a lot of money, but you need to have this information coded into the website. The days of guessing who is sharing what are over. Your partners, advertisers, clients, and bosses want to know exactly how many times something is tweeted or liked on Facebook.