Sharing is caring and if recent figures are anything to go by, it’s plain to see why. Let’s get started with a humdinger of a stat: did you know that Facebook’s News Feed algorithm gives up to 1,300% more weight to shares than likes when it comes to what is shown near the top of a user’s feed?
This is according to Dennis Yu, CEO of social media insights firm BlitzMetrics, who had this to say on the subject:
“Shares are the best for word of mouth. It says people endorse your content to the point of putting their reputation on the line. Your ad or post is interesting enough where people are willing to share it.”
Experts from all over have been keen to share their views on this sharing culture, with Catherine Schenquerman, digital ad manager at JetBlue, adding that when people share content you know you are “going in the right direction”.
Shares are infinitely preferable to likes when it comes to sharing the social love on Facebook, a view which stretches across the industry.
Scott Monty, social media director at Ford, describes likes as merely the “digital grunts” of Facebook.
“The like, as far as I’m concerned, is the minimum commitment you can ask from a [Facebook] fan,” he said.
“Likes, comments, shares—it goes in that order of importance. Even the person who authors the first comment is like an ‘ugh,’ another digital grunt. I am more interested in the value of a share.”
If you’ve been struggling to rack up the shares, here are a few possible reasons explaining why.
Your Content Sucks
This is a tough one to hear but sometimes the content just isn’t good enough to make readers want to share it around. This is most likely to happen when you have no form of content strategy or calendar, making it difficult to get organised and come up with juicy ideas on a regular basis. Turning to a reputable content marketing firm can get your campaign back on track.
You’re Focused on the Sell
This is a big no-no in content marketing – the whole point of the industry is to provide an alternative to traditional advertising by allowing brands to engage with readers and their potential customer base rather than force sales-oriented content down their throats. Keywords need to be embedded naturally into content so that it doesn’t come across as overly ‘salesy’.
You’re Turning Sharing into a Chore
People are inherently lazy, so you need to accept this and adapt your website to make sharing simple. This means ensuring that any sharing buttons easy to find and taking advantage of plug-ins on whatever content management system you are using. Beware of going OTT though: sometimes sharing buttons shimmy down the page as readers scroll through, which can obscure the text and become more of a hinder than a help.
You’re Ignoring Your Audience
If you do not set aside the time to engage with your audience – such as kick starting or getting involved in discussions, replying to comments and thanking them for interest in the form of likes and shares – they will return the favour by paying little or no attention to your posts. Closing the communication gap by asking for feedback and even social sharing can make all the difference.
