When encouraging amplification like with anything there can always be benefits and consequences. Some of the benefits are that the more something is amplified then more it is noticed. This will then begin to increase in likes and shares and follows which benefits the company. Another benefit would be that more people would start to talk about it to friends and family etc. Therefore this could increase sales and therefore the return of investment will be greater. One last benefit would be that the more people who use the link to the website whilst speaking/writing about it will then increase the SEO and put it higher in the rankings. On the other hand there are consequences such as If there was bad reviews that use the link, it could negatively affect the SEO, or if there is spam on where it has been amplified. Also if there is a spelling mistake in the link then the amplification might not do anything and it could even amplify a completely different website.