Systems and methods for generating social annotations for content that are capable of being seen by a broad audience are provided herein. A system can include a user identification component configured to identify a user that has potential for generating a valuable endorsement of a content item based at least in part on a sharing setting associated with a user. The system further includes an audience component configured to determine an audience associated with the user based at least in part on the sharing setting, a user selection component configured to select the user as a candidate user for generating the endorsement of the content item in response to a determination that a size of the audience exceeds a threshold, and a targeted content component configured to, in response to selection of the user, provide the content item to the user with a capability to endorse the content item.