The Science Of Sharing
The Science of Sharing
The Science of Sharing
The Social media plays a crucial role in this digital marketing age. It can do a lot of things that can be advantageous and at the same time, disadvantageous to the general public. For many businesses, social media is a key partner in promoting their business and increasing their sales. This can be in the form of various social media channels such as in Facebook, YouTube, Twitter, LinkedIn, Google+ and Blog sites. The more web presence your company has, the better you can disseminate the information about your business products and services.
The more social media accounts you use, the more people can be informed about your business daily activity. But it is not about sending out just any information. A new study shows that content plays a vital role in propagating information across social media.
There are 30 billion posts shared on Facebook on each month, this includes notes, posts, links and photos. To make you content stand out from the crowd there are three things that must happen before people share it. First, they must be exposed to your content it means they should be a fan or a friend of your Facebook account. Second, they should see your content and lastly, your content should be something that they can relate with. If you think your content meets these criteria, then theres no problem.
In a recent study conducted by The New York Times together with the Latitude research, the study showed detailed facts about audience motivation for sharing content. The study involved 2500 participants and they found that there are 9 major factors that govern why your content is not shared in the realms of the social network.
Here are the general facts why people dont share your content:
They dont trust you- 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.
Your customers dont care about your brand - Your customers are looking for valuable information, great deals and a chance to meet other people who share their interests
Your posts are boring- your post doesnt interest your audience.
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.
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.
Customers are looking for validation-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.
People share to manage information-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 peoples responses helps them understand and process information and events.
Youve misunderstood your audience- learn what keeps your audiences interested by intereacting with them.
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.
by: Chris Ball
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