9 Reasons Why Your Content Is Not Shared on Social Networks: New Research

social media researchDo you wonder how to get your content seen amidst a sea of information?

What if you could understand why your audience shares some information and not other? That would make your content stand out from the competition.

The Science of Sharing

30 billion pieces of content are shared on Facebook each month, including blog posts, links, news stories and photo albums.

HubSpot’s Dan Zarrella has found that three things must happen to get your content shared.

First, people must be exposed to your content (be a fan on Facebook or follow you on Twitter). Second, they must be aware of your content (meaning they actually see it). Finally, they must be motivated by something in your content to share it.

Many articles have been written on how to increase your audience size and make people aware of your content, including these by Mari Smith and Denise Wakeman. This article will focus on the motivations for sharing.

The New York Times recently partnered with Latitude Research to unpack the psychology of sharing. Based on their study of 2500 participants (and some other recent research), here are 9 reasons why your customers aren’t sharing your content.

#1: Your customers don’t trust you

Stated plainly, people won’t share your content if they don’t find you or your content to be trustworthy.

The 2011 Edelman Trust Barometer found that globally only 56% of people trust businesses to do what is right. However, in the US, the UK and Japan, that number fell significantly between 2010 and 2011.

Edelman

Notice the evolution in trust.

Key takeaway: To build trust, Guy Kawasaki says the first step is to be trusting. The other recommendation is to lead honest and open public dialogues where you’re not afraid of negative statements.

#2: Your customers don’t care about your brand

That hurts to hear, but customers have short memories. They wonder “what have you done for me lately?”

Your customers are looking for valuable information, great deals and a chance to meet other people who share their interests. As soon as you stop offering these things, your fans will go looking elsewhere.

They may not feel a commitment to your brand, but you can keep them interested in your content. The next couple of points offer some remedies you can implement immediately.

Key takeaway: Determine what your audience values from you and keep giving it to them. In fact, exceed their expectations.

#3: Your posts are boring

grandma mary“Don’t be boring,” says Grandma Mary, the alter-ego of Social Media Examiner’s Facebook community manager, Andrea Vahl. People are far more likely to share something they find intriguing or funny.

Look at the case of Volkswagen’s videos. Their Cannes-winning episode, The Force, a spoof on Star Wars, earned over 40 million views. None of their other videos, more traditional marketing content, came close to 1 million views. Of course, most of us would love a million views. But look at the relative difference in sharing power.

Key takeaway: People love to share humor. Get some of your creative staff to find ways to bring humor and fun into some of your posts. See this post by Jason Miller for some ideas.

#4: People care about causes more than brands

The New York Times found that people are more likely to share about something they are passionate about.

Let’s face it. People rarely wake up wondering what they can do for XYZ brand today. But they do dream of ways to help their favorite cause. Whether it’s ending poverty, supporting Greenpeace or advancing a local charity, many people give sacrificially to help things they care about.

cree

Notice how CREE has taken a boring subject like lighting and made it a mission and revolution to change lighting in public places across America.

While not a cause in the humanitarian sense, this does get people excited about being part of something bigger than your brand or product.

Key takeaway: Show your human side. Let fans know what causes excite you and give them a chance to help you spread the word.

#5: People share to build relationships with others

Research shows that people value relationships with other people, not necessarily with brands. They are definitely looking for community. Your brand might be able to create a platform for that community.

Here are two interesting factoids from The New York Times study:

  • 78% of respondents use links to stay connected to people they might not otherwise stay in touch with.
  • 73% of respondents said sharing content helps them find people with common interests.

Red Bull does a nice job of sharing content their fans might be willing to share with their friends.

red bull

Notice how Red Bull asks a question and then encourage sharing.

Key takeaway: Evaluate your posts and ask why someone might share this content with their friends.

#6: Customers are looking for validation

Some things haven’t changed since junior high. We are all trying to build credibility in the eyes of our friends. We want to be seen as experts in some area(s).

The way we do that online is through the content we share.

68% of The New York Times study participants said they share content as an advertisement for themselves. They want to give others a better sense of who they are.

Key takeaway: Share highly valuable content and links that will give your fans access to information that will enable them to look good in the eyes of their friends. Ask your fans what they would like to know.

#7: People share to manage information

You’ve heard it said, “I’m just thinking out loud.” Today many people think out loud through social media.

In fact, 73% of the study participants said they process information more deeply, thoroughly and thoughtfully when they share it.

Additionally, 85% of respondents said that reading other people’s responses helps them understand and process information and events.

Social media scientist Dan Zarrella found the following words generate the most comments in his research.

most commented on words

Notice how popular words like "giveaway" and "jobs" are.

Key takeaway: People who share your content may be using it to crystallize their thinking. Make sure to give them some new thought-provoking content and don’t forget to invite their comments.

#8: You’ve misunderstood your audience

If you’ve been around marketing for very long, you understand the concept of a marketing persona. This idea has been around for at least 20 years and advocates understanding your customer profile by creating detailed pictures of your ideal customer(s).

The New York Times study found there are six sharing personas for online fans and I’ve listed a seventh based on my experience and our audience. Understanding who your customers are can help you identify common motivators:

  1. Altruists—Altruists share content out of a desire to be helpful and aspire to be seen as a reliable source of information. Preferred tools: Facebook and email.
  2. Careerists—Careerists are well-educated and seek to gain a reputation for bringing value to their networks. They prefer content that is more serious and professional in tone. Preferred tools: LinkedIn and email.
  3. Hipsters—Hipsters are younger sharers who have always lived in the “information age.” They use Twitter and Facebook to share cutting-edge and creative content. They share content to build their online identity. Preferred tools: Facebook and Twitter.
  4. Boomerangs—Boomerangs seek validation and thrive on the reaction of others to their content, even when it’s negative responses. Preferred tools: Facebook, email, Twitter and blogs, wherever people will engage them.
  5. Connectors—Connectors see content sharing as a means of staying connected to others and making plans. They are more relaxed in their sharing patterns. Preferred tools: Facebook and email.
  6. Selectives—Selectives are more thoughtful in what they share and with whom they share it. They personalize their sharing and expect responses to their content. Preferred tool: email.

Although this is not based on The NY Times research, I’d like to add a seventh persona to the list:

  1. Trendsetters—Trendsetters are thought leaders, marketers and business leaders who purposefully seek to stay abreast of breaking news and trends in their industry, sharing it quickly and aggressively. These people are typically seen as experts (or aspire to be seen as such). Preferred tools: Twitter, Facebook and LinkedIn.

A couple of observations: 1) notice how many of these personas prefer email; 2) notice that the platform significantly predicts the motivation pattern.

Key takeaway: Think through your content-sharing strategy for each platform, knowing whom you are likely to reach.

#9: People are more personal with email

The study authors discovered that people have not abandoned email. In fact, participants share most frequently through email and consider it more private. Therefore they have higher expectations for responses through email.

Key takeaway: Don’t forget to integrate your email strategies with social media. Jay Baer will be speaking about this at Facebook Success Summit 2011. He also wrote this article.

Some final pointers

If you want a deeper understanding of the psychology of sharing, see this article by Dr. Rachna Jain.

One of the most overlooked rules in content creation is the rule of simplicity. Shorter posts (80 characters on Facebook) get shared 27% more frequently. Keep your writing style at a fifth grade or lower level of understanding.

Create a sense of urgency in your writing. Give people a reason to respond now. If they don’t act immediately, they probably never will.

Finally, remember that getting your content shared is just the first step. See this as part of longer-term strategy of building a loyal following.

Share your comments!

What are your thoughts? I’d love to hear your comments on how you get your audience to share your content. If you have any stories, please leave them in the comments box below.

Tags: , , , , , , , , , , , , , , , ,

About the Author, Phil Mershon

Phil Mershon is the director of events for Social Media Examiner. He has worked nearly 25 years in corporate training and management. Phil is also a professional jazz and church musician. Other posts by »




More Info
  • http://blog.socialmediahq.com/ Nick Robinson

    Love the e-mail point here. I argue that e-mail was the first form of social media, and it is still relevant today. Therefore, abandoning this channel is removing a huge piece of the marketing funnel! Great post Phil.

  • PhilMershon

    I agree, Nick! Thanks!

  • http://credible-content.com/blog/ Amrit Hallan

    Hello Phil. I totally agree with all the points mentioned in your blog regarding why people won’t share your content on social networking websites. Another reason could be the kind of audience you address to and the business you represent. Sometimes the business in itself is such that traditional content won’t inspire people to share it. In such a case you have to generate content that is engaging, entertaining and somehow incorporates your branding message too. Remember that just engaging doesn’t help you increase your business, it’s reaching the right people and then conveying them the right message, whether you do it directly or through content sharing.

  • PhilMershon

    Amrit. You make good points. The goal of engaging customers is to create a loyal following. Your content strategy on social media is one smart tactic. And I agree that not all businesses will find this easy. But with careful thought and consistent execution you can find success. All my best

  • http://twitter.com/MariahHaberman Mariah Haberman

    Well said; I especially think it’s important for marketers to remember people really do tend to care more about a cause than a brand. Thank you for sharing!

  • Pingback: imSocial – 9 Reasons Why Your Content Is Not Shared on Social Networks: New Research

  • KraftyJen2002

    I’ve noticed that people tend to share or at least comment on my post if it strikes a cord with them.  It’s a “feeling” they experience while reading my post/comment.  If I create a feeling or at least an experience for them while they are reading, they will most likely share and/or comment. 

  • http://www.eBizMastery.com Nick Bogatin

    Great post. I like your add of the 7th persona… they are definitely out there. You bring up the fact that customers are looking for validation and connection by sharing links. This is probably the most overlooked part of the equation in my experience. Thanks again.

  • PhilMershon

    Thanks, Mariah!

  • PhilMershon

    And that requires you to know something about your reader so you can “strike that chord” of resonance. Thanks for the comment!

  • PhilMershon

    Thanks for the confirmation. I watch my middle school and high school kids and see people doing the exact same things on social media. Looking for validation, proving their worth and connection.

  • Pingback: Sharing on Social Media | VWS

  • http://twitter.com/los_ziegler Los Ziegler

    I will add a point here: My community does not share because they just do not know how to do it, is highly computer illiterate or they just do not see/understand the value of clicking on a share button. Some of them (a minority) just do a copy and paste of the url in an email and that’s all.

    I tried for some time to make them aware of social media or the value of sharing in fb or twitter but they just don’t get it and gave up. Whoever knows how to share in FB or ttr will do it with or without the buttons in my blog. The best solution I found was to replicate my blog in a FB page so they can “like” the posts or the blog from there.

    Thanks for the post

  • Nazrul Hisyam Wahab

    Thanks. Great Post

  • https://www.151years.com/ Norman Julio Flecha

    Very much gave up with worrying what people do and focused more on what I liked to do and it has done a dramatic change for me.. Loved the article although I find many people not to play fear game once they grow BIG..

  • http://twitter.com/KathyLisiewicz Kathy Lisiewicz

    Very interesting! Where do you see Google+ fitting into your #8? Right now it’s clearly the turf of your additional “Trendsetters” category–but who do you think will be using it, and how, in a year or two?

  • http://www.venturemarketing.com/ John Fox

    Phil, could you let us know the source for the rule of simplicity? 27% is a huge upside.

    “One of the most overlooked rules in content creation is the rule of simplicity. Shorter posts (80 characters on Facebook) get shared 27% more frequently. Keep your writing style at a fifth grade or lower level of understanding.”

  • Andrea Reiskin

    Thanks for this great article. I work with doctors that don’t understand why they don’t get shares and reposting. I think many of my clients expect an audience response just because they spent so much time and effort on the creation of the content. I really like how this article delineates the difference between a reader appreciating the content versus being motivated enough to share it. FYI — this article motivated me to share it because I’m a careerist :)

  • http://www.facebook.com/people/Wayne-Harriman/1077998003 Wayne Harriman

    I find it interesting that Google+ is not listed as the preferred tool of any group. Is this because it is still relatively new, or are people just not using it?

  • PhilMershon

    Los. Thanks for adding that point. Certainly technology can be a barrier to sharing even when it’s designed and meant to enhance that very thing. Thanks!

  • PhilMershon

    Thanks!

  • PhilMershon

    Not sure I understand your point about the fear game. Can you clarify?

  • PhilMershon

    I’m not much of a prophet, more of a researcher. Perhaps some other readers have some thoughts on that. Thanks for asking.

  • http://www.linkedin.com/in/mdyoder Michael D. Yoder

    I often tell clients they must practice the four B’s: Be Interesting, Be Relevant, Be Helpful, and Be Yourself. Love your point in the last paragraph about building a loyal following, which in essence is building a long-term relationship with your followers/audience. Thanks!

  • http://pulse.yahoo.com/_CYYYEF3IUCIYWZHL4NYDI7HUXU Ethan

    That Volkswagon commercial initially aired during the superbowl. Doing that could also help you get more views.

  • PhilMershon

    Sure. The 80 character rule comes from Buddy Media - http://www.buddymedia.com/newsroom/2011/04/buddy-media-releases-new-research-paper-%E2%80%9Cstrategies-for-effective-facebook-wall-posts-a-statistical-review%E2%80%9D-2/

    I can’t remember exactly where I heard the 5th grade principle (not from Are You Smarter Than a Fifth Grader?!). However, Problogger makes some great points about readability: http://www.problogger.net/archives/2006/02/18/post-length-how-long-should-a-blog-post-be/. Since people are scanning your posts, its easier if they aren’t tripping over lots of large words.

  • JJC13

    Agreed people still feel comfortable revealing more personal details via email, whereas on social networks they tend to only share really good content…

  • PhilMershon

    Thanks Andrea. As a fellow careerist I resonate with you. I’m helping get a new blog started and I’m noticing that you can’t get traction in sharing until you’ve gathered the right audience–no matter how great you think your content is. People are busy and won’t keep reading and sharing your content unless it helps them accomplish a personal goal.

  • PhilMershon

    Wayne, Google+ didn’t exist when the research was conducted. Time will tell how each of these groups use Google+, but my guess is that Google+ usage will be similar to Facebook for each of these groups.

  • http://www.jamienorthrup.com Jamie Northrup

    I definitely share for the purpose of “thinking out loud”, also share thinks I think the people following along will like, but it should always be from a place/person I trust.

  • PhilMershon

    Thanks. I like those 4 Bs!

  • PhilMershon

    That does help. A great commercial plus a couple million bucks! :) It would be interesting to know how many views came from the Super Bowl and how many through sharing.

  • PhilMershon

    Thanks!

  • PhilMershon

    Thanks for “thinking out loud” here! :)

  • Pingback: 9 Reasons Why Your Content Is Not Shared on Social Networks: New Research | Social Media Examiner « Upinlites

  • http://www.facebook.com/maria.peagler Maria Hoath Peagler

    Phil – Excellent treatment of what can be dry reading from a study summation.  What is your recommended strategy for targeting your message when your audience is made up of multiple personas?  Would you adapt the content depending on which social platform you’re sharing from?

  • Pingback: Social Sharing | foxtail studio | constructing a creative "theory of everything"

  • Julia McGuire

    loved this post. very helpful information that I can substantiate with data to a non-participating partner. i’ll be sharing.

  • gadget man

    I have sent this out to everyone on all social media I currently belong to. This is one of the first articles that does not just state the use of relevant content and talks about what makes good content.

  • https://www.151years.com/ Norman Julio Flecha

    To respond to this I will use You for instance.. How many of these commenters have You provided back a LIKE or TWEET about any #Thingy they have done… (One sided effect)

    Now if You can honestly say You have left a (web print {just as I am doing here}) on anyone of their website, profiles, blogs other than right here on your website.. nope would be your answer I bet.. (again one sided effect)

    Every #thingy needs a balance right, so how would I balance this One Sided Effect.. By commenting and now sending traffic to my social profile which returns even better on HITS.

    As if I was to say, I visited Your website article and pre-view (meaning not looked at) then maybe clicked on the LIKE button.. (which brings visitors to your website not mines)

    Listen is’nt this your true website though :: http://mershonink.com/

  • PhilMershon

    I would suggest making a matrix of your different strategies (blog posts, Facebook posts, tweets, etc…) and identifying who you are targeting with each. That will affect not only your content but what media you use (videos, written, polls, etc….) and which author to use for each. This may feel overly detailed at first, but it will actually open up your creativity.

  • PhilMershon

    Thanks, Julie!

  • PhilMershon

    Thanks for the share and I’m glad it was helpful.

  • http://www.strategyaudit.com.au Allen Roberts

    This is not just about being noticed in Social Media, the list is just as relevant in the broader about context of “marketing”.

  • Pingback: Your content doesn’t get shared… what’s up? | E-Commerce managers .com

  • PhilMershon

    Absolutely. Good point!

  • Accountants_in_Kent

    People/customers are fickle, lots of their actions can’t be determined by what you have/haven’t done. They may be having a bad day.

    Stop trying to over analyse.

  • theTsaritsa

    Great post! The points you listed all seem like they should be obvious, but it’s difficult to remember each and every point when composing a new blog post. Thank you for the wonderful article, I’ll be thinking about it for the rest of the day!

  • http://www.Tufable.com/ Tufail Shahzad

    Phil, just saw your post on Alltop and reason to jump here… and read this article is SM Examiner always having unique and generic content and it’s the reason it is being shared on Social Networks… May i need to explain more…? 

  • PhilMershon

    Thanks!

  • PhilMershon

    Well said. Thanks!

  • PhilMershon

    I agree that individual customers can be fickle, but there are patterns that can be discerned (thus the whole fields of psychology and sociology). Of course, your point raises the importance of building relationships with people and not just treating this as science. Smart marketers make use of analysis so they can find new friends and see what their fans appreciate, but they are constantly thinking of customers as individuals with unique tastes and preferences. It’s just those tastes and preferences can sometimes be grouped in useful ways.

    Thanks for commenting.

  • Chris Picanzo

    Good article Phil, as someone that tries to get engagement for a number of different clients and different industries it can be very challenging. I love the wordpress plugin for my own site because you only have to write your own post once and the plugin shares it through all your connected social media. A great time saver but still won’t write or find the content to write about for u :) Now that would be a good app to have lol Thanks again!

  • PhilMershon

    Chris,
    As soon as you write that app, let us know. Of course, everyone would start to use it and then it wouldn’t be unique. So just keep it to yourself! We’ll all wonder how you did it!

    Thanks for the comment!

  • http://twitter.com/BeaverBetty BeaverBetty

    Another fantastic article from Social Media Examiner!

  • http://twitter.com/siberiancharm SiberianCharm

    Reason #10. The FRESH FACTOR. Why your Twitter & Tumbler posts are not shareworthy: 

    No matter how compelling or useful the content, if it is not TIMELY, it will not be shared, because it’s “old news”. “Creating” a “sense of urgency” is not enough. When the info is fresh, the urgency to share is built-in. I may read and even bookmark “yesterday’s” news, but I will very rarely share it with others.

  • MarketingZone.com

    Great post and point about email as a way to share (it’s so often overlooked). 

    I’m saving and sharing this on our articles on viral marketing and word-of-mouth marketing. 

    Editor, MarketingZone

  • PhilMershon

    Thanks! :)

  • PhilMershon

    I agree, but not all content is time-based. For example, if you’re writing how-to articles, book reviews, new research or conducting expert interviews, you don’t have to make it sound new as much as relevant and useful.

  • PhilMershon

    Thanks.

  • Elizabeth

    Great post.  I found the email bit very interesting and will definitely take it a level higher. Thanks for sharing

  • Pingback: Good Social Morning News » Sighede´s Social Media Newsroom

  • http://www.e-junkie.info/ Gunjan Kushwaha

    Wonderful article Phil. I completely agree with your rule of simplicity. On our blog we feature lot of artists and creative people and I’ve realized that those who have a simple concept executed creatively are most liked (and shared) by our readers. 

     
    Simplicity also receives lot of word-of-mouth marketing and I think thats the best way one can get social. :)

  • http://www.online-business-virtual-assistant.com/ Shilpi Roy – Virtual Assistant

    Hi, Great post and thanks for the share….

    Online Business
    Virtual Assistant
     

  • http://www.bloggingfromparadise.com/ Ryan Biddulph

    Hi Phil,

    Awesome pointers here.

    Simple is way better on FB. Keep your shares short and sweet, and make sure your blog posts are direct and to the point. The more you say with fewer words the more likely your post becomes popular, and share-worthy. The average attention span feeds into this idea.

    Thanks for sharing your insight!

    RB

  • Ivanka

    Great Post – I am curious if you would know if this sort of study and “reasons” list has been created for other countries. I live in France and there are some points here that are just not relevant to French culture. I would also be curious to see one for Germany.

  • http://twitter.com/bos_sportswoman Boston Sports Woman

    Great suggestions.  Since marketing and I have had a relationship for the last 20 years directly working with one another, I’ve always treated any medium like social media marketing.  Be relatable, creative, engaging, and fun.  Put these four things into all your marketing efforts, and the trust, engagement and viral energy will flow.

  • PhilMershon

    Ivanka,
    I’m not aware of any European versions of this study. You might reach out to Cindy (at) SocialMediaExaminer (dot) com. She spends a lot of time in France and cross-cultural social media stuff.

  • PhilMershon

    Thanks, Ryan.

  • PhilMershon

    As you know, I’m not advocating dumbing down your content, just making it accessible. Simplicity helps with sharability.

  • PhilMershon

    good points. Thanks!

  • Subbarao Vadrevu

    Very Good! – Thanks!!

  • SAPTrainer

    Informatic post…keep it up

    Roopa
    http://saptrainingsonline.com

  • http://www.squidoo.com/best-laptop-under-400 Anna W. Mize

    thanks phil for your very wonderful post. the first three actually a common issue on doing article or post.you really neen some time to make it wonderful, for it not to consider as boring.i myself will use this formula.thanks again phil.

  • http://www.betterhalfmarketing.com Troy

    Here is where I jump off the ‘like’ post wagon~the “5th grade principle” perpetuates a dumbing down and were we not trying to treat audiences with content and strategic marketing? I believe it is not necessary, to apply that principle as there will be those who disqualify themselves based on content anyway. Those that know like and trust you need authenticity~’nuff said? ;) T

  • Pingback: Commercials Go Viral | rock the status quo

  • http://rockthestatusquo.com/ Carrie Morgan

    Great article, Phil! Your great Volkswagen video inspired a post on commercials going viral – definitely a worthy goal to inspire better creative when it comes to the agencies creating commercials. Thanks for bringing it to my attention! http://rockthestatusquo.info/2011/08/30/commercials-go-viral/

  • Pingback: August 29th, 2011 Links | Digitally Social

  • PhilMershon

    Thanks, Carrie. Keep creating!

  • PhilMershon

    Thanks

  • http://twitter.com/JacKuehl Jackie Kuehl

    Critical to remember is simply sharing content doesn’t necessarily translate to engagement or sales. Those viewing and sharing should be your qualified customer. Also, as we know, only a small percent of people share or comment. Some are viewers and readers. Unless the sharing results in getting to more customers and prospects it won’t move your business.

  • http://www.LinkedInRiches.com/ John Nemo

    Phil very nicely done. The NYT study information especially helpful. Important to remember what motivates people to share. Great reminder on not abandoning e-mail. Remember when the big buzz out there was that Facebook messages were going to replace e-mail?

  • http://www.SalesAddiction.com/ Rick Schwartz

    Phil – This is something that I’ve been trying to gain an understanding of for quite a while.  With my own content it’s feast or famine – either it’s ignored or I’m overwhelmed by the number of shares, comments, etc.

    I was particularly interested that your first point was about trust.  I had not thought about it in terms of Social Media, although it makes perfect sense.  On the sales level, gaining client trust is something I promote quite robustly.   

    Thanks for all the insights.

  • Pingback: SEO content marketing roundup, week ending August 31st | SEO Copywriting

  • http://www.HunterJudgeUSA.com ThistleRidge

    Great article with important information.
    No matter the field these are valuable tips … thank you.Laura

  • http://malharbarai.com/ Malhar Barai

    Thanks for a great article. I also suggest to have content adapt to different form factors. Maybe there are many blogs or websites still not tuned to be visible great on mobile. “Mobility” is changing lot of things around you, which includes social sharing.

    Just my 2 cents though!! Cheers!! ~Malhar

  • Madison Bushell

    This is a great post, and definitely something I’ve been looking at a lot lately. We’ve got a client who wanted to know their “share rate” based on our product,  but we had to develop our own equation to find their share rate. On top of that, we wanted to know average share rates for content like our own. In my research, I discovered something called “content-to-share-ratio” which is something that is still fairly new. A lot of what we found out and what we assumed in the beginning is similar to what you present here. Glad to know others are looking at this!

  • Pingback: 9 reasons your advertising is irrelevant « Strategyaudit's Blog

  • Pingback: Matt About Friday: The "What is Business Automation" Labor Day Edition | Matt About Business

  • Pingback: Open communication for wise decisions, part 1 | Julia McGuire for WDM School Board

  • Pingback: The LinkedIn Blog » Blog Archive Can Sales be Taught? Plus the 4 other Top Stories on LinkedIn «

  • Pingback: Can Sales be Taught? Plus the 4 other Top Stories on LinkedIn | IT Jobs, IT Careers, IT Recruitment Agency | CITI Recruitment

  • Pingback: FAB International – Recruitment Solutions and Services » Blog Archive » Can Sales be Taught? Plus the 4 other Top Stories on LinkedIn

  • mikemorrison1

    A robust article, with great examples and supporting evidence – thanks.
    I would add that much of this research and findings however are taken out of context. For example what is the strategy behind the method? who are the audience b2b or b2c? is it about brand awareness or sales? Timing of the release of the information – day & time (and its different for diff audiences)

    These are all factors which will have a significant impact.. Its great having 1000s of shares, but if its not your audience and all you get is increased bandwidth & traffic but no proportionate increase in sales then its effort and money wasted.

    Lots of people who run small businesses use social media, but how many actually take note of the time/ day and response rate – or do the majority just “publish & be dammed”.

    On my site RapidBI.com I have been plotting responses and reactions and now only release certain articles at certain times – for example if its a personal development matter Fridays or Saturdays are good – if it professionally related then a Tuesday or wed is best for my “audience”

  • Pingback: 7 Inbound Marketing Tips for Social Media Engagement | AmericasMainStreet.com

  • Pingback: Doktor Spinn’s Daily PR Links | DOKTOR SPINN

  • Pingback: Points about online content and sharing «

  • Seankevinliebel

    Email should have a similar message to what you put in your other sharing outlets. Yet maybe more personal.

  • http://twitter.com/dowgreatstuff Dow Great Stuff

    I like the comment about keeping your language at the 5th grade level. Simplicity is always easier to share…nobody wants to send out something that may be misread. Great article. Thanks!

  • PhilMershon

    Ivanka, just saw this article today that might be of help: http://uk.ibtimes.com/articles/208705/20110905/ibm-study-suggests-twitter-facebook-shape-consumer-google-plus-g-google-smartphones-internet-social.htm

  • Pingback: Social Media Connection | Matteo Grasso

  • Geoffrey_Keele

    According to Clay Shirky, “In a famous study of political opinion after the 1948 U.S. presidential election, the sociologists Elihu Katz and Paul Lazarsfeld discovered that mass media alone do not change people’s minds; instead, there is a two-step process. Opinions are first transmitted by the media, and then they get echoed by friends, family members, and colleagues. It is in this second, social step that political opinions are formed. Access to information is far less important, politically, than access to conversation.”  How people form opinions and share information hasn’t changed, just the platforms.

  • David Gitonga

    Shareable content is interesting, humorous, personal, credible and understandable. It’s easy to see why such a post (As this one) can be shared since we all have all these traits in common. Nobody wants to read boring, impersonal and difficult-to-understand content. Professional well-written content incorporates the above elements without deviating.

  • Pingback: Stirring Up Reader Interest on Facebook « propulsion

  • http://www.oxmediadigital.com Oxmedia Digital

    Great read, i also like points Amid made too, most of all people want to connect and own up the content, in a busy society we humans live we dont have much time for entertainment, thats why humor sells, from my own experience when i share content i make sure makes people laugh, cry, excited, or think, theese 5 point can goa long way in marketing your content.

  • brandie belcher

    Love this post, this is exactly what I try to get my clients to understand…don’t be afraid to put a little fun into your marketing and share the personal side of you.  You went in to your line of work hopefully because you enjoy it…so let it show.  And is it just me or did I miss the Google plus one button? I would of liked to plus one this…thanks for the great post!  

  • Pingback: How to Get Your Audience to Share Your Content | OnPoint, the MemberPoint Blog

  • Pingback: 9 Reasons why your content not on social networks parts: new research | Social Media Marketing Blog

  • http://dempseymarketing.com/journal/ Patricia

    Hello Nick/Phil. I have found that click through rates of emails can be sketchy sometimes. My thoughts are that not ever email I send will be opened… but so my Tweets are not seen by all because they are not necessarily active. Conundrum for me. Thoughts?

  • Maybelle Victor

    Initially I found this article really long and boring as I see tons of text to read and a long page scroll on my right but WOW, this is amazing!  The information you shared are important items that I sometimes overlook as I go with my campaigns.  These are very helpful, thank you very much!

  • Pingback: So now they have a blog, too | Julia McGuire talks about the WDM School Board

  • Pingback: 9 Reasons Why Your Content Is Not Shared on Social Networks: New Research | VAMP Media Group - Pennsylvania

  • Pingback: Weekend Links: Social Media, Google Plus, Mobile HVAC Office | Knockin' Tin

  • Pingback: The Scout Law of Creating Traditional Content « ericwardlaw

  • Pingback: Integrating Traditional Content with Social Media: The Rise of a DEWmocracy « craigcerrito

  • http://twitter.com/TashWord Tash Hughes

    I agree with you to a point Troy – I like the idea of helping people move above a 5th grade level rather than dumbing things down.

    But the reality is that not everyone can read & understand much above that level so making posts read higher cuts out part of your audience. More than that, though, making your writing simple to read and understand helps anyone find the time and interest to read what you write – even someone with a PhD likes to read things without having to think hard about the actual words.

    Grade 5 level doesn’t mean concepts but choosing words and sentence structures that a grade 5 could easily read.

    It is easier to trust someone and feel they are authentic if you understand what they write and don’t feel they are hiding fluff behind big words (not that I am implying higher writing levels are always fluff, far from it).

  • http://twitter.com/TashWord Tash Hughes

    Great read, Phil, thank you – and some interesting comments, too.

    It is interesting to think about being shared from this perspective – especially as a means of clarification of ideas for yourself (just like you learn best when you teach!) I am going to review some of my more shared content in light of your list.

  • Pingback: The Science of Sharing: How Do I Write Valuable Content For My Blog? | OTW Blog

  • Andreas Duess

    To quote Howard Gossage, who said it best over 40 years ago: “People don’t read ads. People read what interests them. Sometimes, it’s an ad.”

    There is nothing new under the sun. 

  • Andreas Duess

    To quote Howard Gossage, who said it best over 40 years ago: “People don’t read ads. People read what interests them. Sometimes, it’s an ad.”

    There is nothing new under the sun. 

  • Pingback: 6 Ways to Make People Share Your Content | Confluence Digital Blog

  • Pingback: When (and why) is your content shared? at ContentCrossroadsBlog

  • Pingback: 3 Compelling Reasons To Share Valuable Content « Borders Web Designer News

  • Pingback: 3 Compelling Reasons To Share Valuable Content | Content and Article Writers

  • Pingback: Make Your Content More "Share-Worthy" on Social Networks | Lawcage

  • Pingback: 3 Compelling Reasons To Share Valuable Content | SEO Linking and Submissions

  • http://www.privatescort.ro/ denisaa

    Shareable content is interesting, humorous, personal, credible and
    understandable. It’s easy to see why such a post (As this one) can be
    shared since we all have all these traits in common. Nobody wants to
    read boring, impersonal and difficult-to-understand content.
    Professional well-written content incorporates the above elements
    without deviating.  escorte

  • Pingback: 9 Content Sharing Motivators Alberta Website Marketing

  • Pingback: To Share or Not To Share: What Content Will Readers Recommend to Others?The Content Strategist

  • Pingback: Sharing on Social Media |

  • http://www.inboundmarketingexpert.org/ Inbound Marketing Expert

    100% acceptable research. Not only explained why I am not engage people to my social content but also showed where actually i am wrong.

    Thanks

  • Pingback: “Is Anyone Reading My Blog?”

  • Pingback: Weekend Links: Social Media, Google Plus, Mobile HVAC Office |

  • http://www.oik.co.in/ Nilam Kate

    Well said; I especially think it’s important for marketers to remember
    people really do tend to care more about a cause than a brand. Thank you
    for sharing

  • Pingback: Downsize your content: Why snack sized portions are the best way to get your web content shared | Social Rabbit

  • Pingback: The Monster List of 100 Posts that Will Rock Your Blog in 2013 | Writing Happiness

  • Pingback: The Key to Producing Valuable Content That Sticks.

  • http://www.linguisticatelier.com/ Polish translator Warsaw

    Great article. It made me revise my marketing strategy. Maybe it won’t be a revolution but at least an adjustment to trends.

  • http://www.linguisticatelier.com/ Polish translator Warsaw

    Great article. It made me revise my marketing strategy. Maybe it won’t be a revolution but at least an adjustment to trends.

  • Pingback: What is Valuable Content? The Key to Producing Valuable Content That Sticks. « Write better, faster and smarter

  • Pingback: What I’m Reading | Spark Consulting

  • Pingback: Sharing on Social Media

  • Pingback: Sharing on Social Media | WordPress Website Design, Marketing and Branding for Female Entrepreneurs | Lynn White Designs

  • http://www.puppii511.com/ Marsha Mann

    Great article! Thanks for sharing.







Check out the Social Media Marketing Podcast!
Join our Social Media Marketing Networking Club
Download the free Social Media Marketing Industry Report
Get Your FREE Copy of the 2014 Social Media Marketing Industry Report
Wondering how your peers are using social media? Get this free report (50 pages, 80+ charts) and never miss another great article from Social Media Examiner.