Piggybacking is one way, certainly: transfer memos, or the title, body, or category of a post. But Steem also has an operation called custom_json that lets you include totally arbitrary data in the blockchain. That's actually how the re-steem feature is implemented.
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Very cool, thanks for the reply. I knew about custom_json on accounts but didn't realize it was an operation all on it's own. So it's not a transfer or a comment or anything it's just "blob o' custom json"? That could be fun to play around with, for sure.
Yep, just a blob o' json.
And I plan to publish a real working example of a MIST soon.