Here are all of the posts tagged ‘sharing’.
B&T recently published this article by me Five reasons people share content and how you can harness this. They have been kind enough to let us republish it in full.
Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions, argues Lisa Collins, public relations manager at social media agency We Are Social.
What makes people share content?
I’m not the only person to ponder this question. The New York Times conducted a study ‘The Psychology of Sharing: Why People Share Online’ with a group of self-proclaimed heavy online sharers, who revealed what motivates them to share with others.
- 85 per cent say reading other people’s responses helps them understand and process information and events
- 73 per cent say they process information more deeply, thoroughly and thoughtfully when they share it
So we could conclude that as humans the act of sharing helps us to comprehend more deeply. But the question still remains…why?
The study concluded that “sharing is all about relationships” and “trust is the cost of entry for getting shared”. According to the research marketers should “appeal to consumers’ motivation to connect with each other — not just with your brand”. They recommend that we “keep it simple…and it will get shared…and it won’t get muddled” and we should “appeal to their sense of humour” and “embrace a sense of urgency”.
But how does this really help us when it comes to creating content that motivates people to hit the ‘share’ button?
Perhaps a study by the University of Pennsylvania can help unlock the puzzle. For six months researchers studied The New York Times list of most emailed articles, checking it every 15 minutes. The study revealed that readers preferred to share positive rather than negative articles, and upon deeper analysis, researchers concluded that there was an element of ‘awe’ that seemed to permeate the shared articles.
The Penn researchers defined the quality of awe as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self”.
They used two criteria for an awe-inspiring story: Its scale is large, and it requires “mental accommodation” by forcing the reader to view the world in a different way. “It involves the opening and broadening of the mind,” writes authors Dr. Berger a social psychologist and a professor of marketing at Penn’s Wharton School and Dr. Milkman, who is a behavioural economist at Wharton.
So is it possible to inspire awe in our audiences? Perhaps that is a lofty ambition, however, there may be something to be learned from these studies.
In his analysis of The New York Times study social media guru Jeff Bullas claims there are five reasons that we share content with others:
1. To bring valuable and entertaining content to others
2. To define ourselves to others
3. To grow and nourish our relationships
5. To get the word out about causes and brands
Rather than focusing too narrowly on creating ‘shareable’ content, perhaps as marketers we should be looking to connect more deeply with people’s emotions. If trust is indeed one of the core values we need to foster with our audience, then it makes sense to spend time developing sincere relationships with our communities.
As we know, developing trust takes time but the benefits can be huge. By helping communities develop their own sense of identity we can hope to share their emotional motivations and tap into the fundamental nature of ‘awe’ – that “feeling of admiration and elevation in the face of something greater than the self”. If we are less focused on ourselves and more focused on earning the respect of the group we may just become ‘awesome’ and in doing so, become eminently shareable.
Like an insane Rebecca Black fan, we’re all about Friday.
To celebrate, here’s a list of things that are funnier, cuter and more disturbing than a teen pop sensation;
INTERVIEWED: Neil Armstrong before he died, obvs.
INTERACTIVE: Play bongos with Old Spice Guy’s pecs.
OBAMA’D: Reddit, when POTUS dropped in for an AMA.
LEGITIMATE: Stinging parody ad for rape as contraception.
HIPSTERS: These toddlers are way too cool.
EVACUATED: Little girl fleeing hurricane leaves rules for her soft-toys.
WARHOLED: Campbell’s finally selling designer soup cans.
CURIOUS: Mars rover snaps the red planet in HD.
FUSSY: Bentley the puppy does not agree with you filming him.
In a week where we lost the Olympics but gained Big Brother, perhaps you need some lulz more than ever.
Thankfully, this is the week according to the internet…
EXPLAINED: The Internet, by the year 1995.
HEARD: Somebody I Used To Know covers remixed by Gotye.
OFFICIAL: F-bomb now a word.
SEEN: Sexy insurance advert subtext spotted by Facebook.
COVERED: Baby got Back, as sung by the movies.
OFFERED: Entire Tuscan village up for grabs.
TALENTED: This goddamn adorable kitty.
WHAT: Is this Instagram map shit?
BACK: Arnold Schwarzenegger in The Last Stand.
(Image above via. Yes it’s a real book)
Friday is upon us like a Gold-medal, a reward for making it through the working week.
So crank up the tunes, countdown the hours, and catch up on the week according to the internet;
STREAMED: Forget the Olympics. Watch these Corgi puppies 24/7.
BROADCAST: London 2012 volunteer with a megaphone is hilarious.
BIFFLES: Anzac the Kangaroo and Peggy the Wombat are pouch-buds fo’ life.
REPLACED: All the babies in your newsfeed. With bacon.
CASHED: Brad Pitt’s Killing Them Softly has an awesome soundtrack.
EFRONED: Nicole Kidman gets sweaty with Zach in The Paperboy trailer.
SKYPED: Paranormal Activity 4 will have you signing off video chat. Forever.
PLAYED: This Breaking Bad game lets you have fun in the kitchen. With crystal meth.
QUOTED: Gore Vidal was funnier than you. RIP.
FOUND: A home for puppies Winston and Bruce… with your help!
(Image above via Reddit – Do something nice for someone this weekend!)
It’s Friday, and we’re only 16 hours away from the opening ceremony of the 2012 Olympic Games in London.
With that in mind, here’s your mostly Olympic-flavoured look at links we loved during the past week;
SCHEDULED: The entire Olympic games in one simple chart
BANNED: Racist tweeting triple-jumper kicked off the Greek Olympic team.
DRUNK: You, probably, thanks to this Olympics drinking game.
JUNK: Olympians eat trash because it’s their job.
MUSED: Best. Olympic Preview. Ever.
BURNED: Mitt Romney by London Mayor Boris Johnson.
RAINBOWED: This waterfall in Yosemite National Park
SAD: Ex-celebrities on Twitter
EATEN: This edible coffee cup made from cookies.
WANTED: Pair of white lion babies. In our office. ASAP.
(Image above via)