‘Sharing’ – What, Why and How It Benefits Social Media Marketing

By | January 10, 2012

Sharing is the now ‘in-thing’ in online marketing. Researches by an SEO services company have revealed some basic reasons behind sharing and the core characters of people who share. Some tips have also been unearthed from the social media marketing research that will help you influence the process of sharing.

It’s not easy to define the reasons behind sharing content on social media sites. As there are no roadmaps to social media marketing, observation and research can reveal the inclinations of different segments of the demographic to ‘share’ content on social medias.

Online marketing studies have revealed some basic reasons behind sharing. Let’s take a look at them:

Share to convey interesting and important content to people one cares about.

I. 94% of the people share content because they think it will be helpful to the recipients.

II. 49% of people share because it allows them to let others know about the products and/or services that they themselves like. It lets them change their recipients’ opinions about the products/services.

Share to craft a personality for others to see and appreciate.

III. 68% of the demographic shares to create an image. To them, sharing is a way of telling others who they are, how they think and what they are concerned about.

Share for personal development and strengthen their relationship with other people. Share to feel worthy.

IV. 69% of people share to feel involved in what’s going on around them. They share because they want to feel connected to the world.

Share to tell others about the causes (or even brands at times) that they believe in.

Feel the common thread? It’s the relationship between people!

Now, let’s take a look at the core characters of people who share. Research by SEO services companies points at these 6 core characters.

1. The Careerist: Well educated, working professionals, maintains cordial relationship with professionals, as well as personal contacts. Tends to be more active on LinkedIn and email. Likes to spur debate and discuss things that are related to career. Subject is very important to them, and so is networking. Will not share something that doesn’t seem gainful.

2. The Altruist: Most commonly females. The drive to help those in need and to spread the word about the causes that they believe in stimulates them. They want to know that what they shared is appreciated. To lead or not is not important to them – their preferred platform of sharing is Facebook. They’re cautious about the content they share and whom they share it with.

3. The Boomerang: Active on Facebook, Twitter, blogs and email. The only reason why they share is to get reactions. To them, validation is hugely important. They love comments and are always looking for what comes back in response to their share.

4. The Hipster: The youngest users of social media. Mostly male, they are always eager to build an identity and sharing contributes to their identity. They look for content to share. Always want to be the first to share the latest ups-and-downs. Mostly active on Facebook and Twitter.

5. The Selective: A more traditional user. Only shares what seems worthwhile. Always shares with a particular person. More active on email. Will only share if the recipient does not seem to be able to find on their own.

6. The Connector: Primarily female. Shares to stay in touch. Shares mostly entertaining content. The whole sharing experience is important, not just the content. Likes to share mainly on email and Facebook.

These classifications were done on the basis of:

a) Emotional stimulus

b) Wish fulfillment – Creating a preferred image of oneself

c) Importance of sharing in one’s life

d) Importance of being the first to share something

Vital Tips for Making People Share

Stimulate consumers to connect with one another, not just your brand: Keep in mind the fact that it’s about the relationship between your consumer and others who can turn into your consumers. Whether you are carrying out a social media marketing campaign yourself or have hired an SEO services company, this is an aspect that must be clear from the very beginning of the project. Your message should be implanted in the content your consumers will share.

Earn the trust of users: If you want to turn them into your consumers, you have to earn their trust – so much so that they take the initiative to share your content to their near and dear ones.

Simplicity is the key: You’re not here to teach rocket science. You are here to market your product/service. Be simple. Nobody wants their recipient to struggle to understand the meaning of a message. The simpler the message, the more likely that it’ll get shared.

Humor always works: Everybody loves to laugh. Tickle the users’ sense of humor with adding some fun into the content. Funny and witty messages get the most number of shares.

Emphasize on the promptness of action: Stress on the urgency of taking immediate action. Express the importance and the benefit of taking the action promptly.

It all starts from sharing: Use the sharing cycle in your online marketing campaign. Share – see the reaction – take action – get rewards for taking action – share again.

Email still is the most popular way of sharing: Because it is so personal. People like to share things that they surely know will be read and responded to. Email provides this opportunity as opposed to social media sites where the shared content gets pushed down by the constantly updated news feed.

Do you find any resemblance to yourself and the demographic you are targeting in the core characters of sharing? What, according to you will be the most relevant aspect to your marketing campaign? Would you use this information in your upcoming promotional campaign?

Guest Post Author Bio: WebGuru India is a website design company based in India, offering high-quality and cost-effective website design and website development solutions to people worldwide. The company has authored several articles on web design, Flash design, brochure design, logo design, graphic design, corporate identity design, SEO services etc, providing updated information on technological developments and advancements.