Sharing in social media: what and why?

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