One of the ideas I love sharing and talking about is the notion of shareworthy social media content. You know, the content we post that gets a response -- that gives people something to talk about! Shareworthy content aims for social media action.
A great post from Social Media Today referenced a study by the New York Times,
describing what motivates social media sharing. When I reviewed the responses (below) a set of nutshell descriptions jumped out at me [in brackets]:
- They process information more deeply, thoroughly and thoughtfully when sharing it (73%) [Develop information skills]
- Reading other people's responses helps them understand and process information/events (85%) [Develop Understanding]
- Sharing allows them to inform others of products they care about and potentially change opinion or encourage action (49%) [Inform & influence]
- Carefully consider how the information shared will be useful to the recipient (94%) [Determine Value/Relevance]
- Share to give people a better sense of who they are and what they care about (68%) [Establish presence]
- Share information because it helps them connect with others who share their interests (73%) [Nurtures strong connections]
- Share information because it lets them stay connected to people they may not otherwise stay in touch with (78%) [Nurture loose connections]
- Share information because it allows them to feel more involved in the world (69%) [Feel involved]
- Share because it is a way to support causes or issues they care about (84%) [Visibly support causes/issues]
So, what helps when it comes to focusing on shareworthy content?
The short test; Is the content visual? Does it include a quote? Does it have a link to content that adds value? Better, does it live up to any of the nine motivations noted above? Finally, would you share it in your circles if it was posted by someone else?
Pinterest or scan your Facebook news feed. There's abundant examples of shareworthy content including infographics and beautiful quotations. If you want to learn to develop your own infographics, try any of the courses on this topic at Lynda.com. (One of my favorite online learning places.)
2014 editorial calendar from Lightbox. (Gratitude to Beth Kanter for the post showcasing the newly shared calendar).
The list from the NYT study captures most of what I experience with social media with the exception of humor (my personal favorite). Not every thing we share is going to get a huge response. However, when we're growing relationships while aiming for and measuring visibility, connections, relevance and engagement, seems to me its essential to post shareworthy content. Otherwise, its just making noise rather than sending a clear signal.
What's your experience? What resonates? What'd I miss?