Using data attributes in Magnefic + Sharrre

// Initialize Sharrre buttons
    function initShare() {
        $('.social-buttons').sharrre({
            share: {
                twitter: true,
                facebook: true,
                googlePlus: true
            },
            template: '<div class="box"><div class="left">Share</div><div class="middle"><a href="#" class="facebook"><i class="icon-facebook"></i></a><a href="#" class="twitter"><i class="icon-twitter-bird"></i></a><a href="#" class="googleplus"><i class="icon-gplus"></i></a></div><div class="right">{total}</div></div>',
            enableHover: false,
            enableTracking: true,
            render: function(api, options){
                $(api.element).on('click', '.twitter', function() {
                    api.openPopup('twitter');
                });
                $(api.element).on('click', '.facebook', function() {
                    api.openPopup('facebook');
                });
                $(api.element).on('click', '.googleplus', function() {
                    api.openPopup('googlePlus');
                });
            }
        });
    }

    // Initialize Magnefic Lightbox
    $('.popup-youtube, .popup-vimeo, .popup-gmaps').magnificPopup({
        iframe: {
            markup:
                '<div class="mfp-iframe-scaler">'+
                '<div class="mfp-close"></div>'+
                '<iframe class="mfp-iframe" frameborder="0" allowfullscreen></iframe>'+
                '</div>'+
                '<div class="after-iframe">'+
                '<div class="details-link"><i class="icon-link"></i> <a class="project-link" href="#">Project Details</a></div>'+
                '<div class="social-buttons" data-url="http://sharrre.com" data-text="Share this" data-title="share"></div>'+
                '</div>'
        },
        delegate: 'a',
        disableOn: 700,
        type: 'iframe',
        mainClass: 'mfp-fade',
        removalDelay: 160,
        preloader: true,
        fixedContentPos: false,
        callbacks: {
            open: function() { // this is dirty, it targets everything at once. Should be refined to use $(this)
                var $target = this.st.el.context.dataset.target;
                $('a.project-link').attr('href', $target);
                $('div.social-buttons').attr('data-url', $target);
                initShare();
            }
        }
    });