sharing in social media: what and why?
DESCRIPTION
What do people share in social media - and what not? How to increase the chances of your content being shared and how to avoid some mistakes?TRANSCRIPT
What and why people sharein social media?
And what not?
The good news is: people like to share
…To stay connected to people they might not otherwise stay in touch with
…To find people with common interests
…To advertise themselves
53% of people under 34 years like checking out brands on social media sites
Bad news:
While people are resistant to marketing in general, they are even more resistant to direct or overt marketing through social media
We need less marketers and more community managers & customer service.
We need to think less in terms of campaigns and more of engagement.
What do people share?
• Something happening near.• Something told by a friend.• Real. Something that shows things how they are.• New. Something not seen before.• Emotional. Something that moves us. • Positive more than negative• Hope. • You can succesfully share
only things you are excited of. (click the picture now!)
People share good (and bad) customer service experiences
Click some great ones below:
Morton’s Steakhouse
3 Reasons why your content is not shared
1. They don’t trust you
Fix it:- Be the first to show trust,
to your audience- Be engaged in honest and
open dialogues- Build ’social authority’ and
bring value.- Don’t be afraid of negative
comments
2. They don’t care about you
Fix it:- Find out what people want- Find out what your audience values from you- Exceed expectations
3. Your posts are boring
Fix it:- Give information- Entertain- Engage- Be funny- Be different- ask your friends first if
they’d share this content.
How to get things shared
Appeal to peoples’ motivation to connect with each other —not just with your brand
Give people a reason to respond now.
Keep it simple
6 online sharing ’personas’• Altruists—desire to be helpful and aspire to be seen as a reliable source of
information. Preferred tools: Facebook and email.
• Careerists—well-educated, seek to gain a reputation for bringing value. More professional content. Preferred tools: LinkedIn and email.
• Hipsters—younger sharers who have always lived in the “information age.” Cutting-edge and creative content. Preferred tools: Facebook and Twitter.
• Boomerangs—seek validation and thrive on the reaction of others, even negative. Preferred tools: Facebook, email, Twitter and blogs, wherever.
• Connectors—sharing as a means of staying connected to others. More relaxed in their sharing patterns. Preferred tools: Facebook and email.
• Selectives—more thoughtful in what and with whom they share. They personalize their sharing and expect responses. Preferred tool: email.
So you have decided to share…
• Why?• With who?• Where are they?• Do you really
want to go there?• Are you able
to stay there?
“There is absolutely no sense in setting up a presence on any social channel that doesn’t help you to achieve your objectives, or help you engage with your priority audiences” (Forrester)
Links
http://www.marketingprofs.com/articles/2011/5812/content-vs-messaging-how-the-digital-customer-narrative-is-changing-marketing
http://www.socialmediaexaminer.com/9-reasons-why-your-content-is-not-shared-on-social-networks-new-research/
http://www.emarketer.com/Article.aspx?R=1008564
http://www.scribd.com/full/26268655?access_key=key-1ovbgbpawooot3hnsz3u
http://nytmarketing.whsites.net/mediakit/pos/
Thank you for sharing!
@ilkkakoivisto