Denver Social Media: Creating Content that Gets Shared

Mike Hanbery - 5.24.2011 6:00 PM

Facebook claims 5 billion pieces of content are shared on its network every week.

23 percent of social media messages include links to content. Neilsen and AOL conservatively estimate 27 million pieces of content are shared daily.

23 percent of all messages are shared; 47 percent of industry-specific messages are shared. 60 percent of those include a product or brand name mention.

The most popular way to share content? Email leads social networks by 66 percent to 28 percent. 99 percent of people who share via a social network also share via other platforms...like email.

Overall, people are showing a greater proclivity to share content. A January, 2011, Neilsen survey indicates we are most likely to share:

• Information that someone I trust has shared with me. (38 percent of respondents)
• Information that will help others (36%)
• Information about popular culture (35%)
• Information about common interests--politics, hobbies, parenting, etc (32%)
• General information found while surfing the Web (31%)
• Information that is new or that few people know about (27%)

The types of content most likely to be shared, in order, are:

• Information--News, how-to, product information
• Commentary
• Marketing
• Amusement

These statistics hold consistent across various industries.

What This Means to Your Business
Have a Plan. Work the Plan.
When putting together your social media content plan, include a variety of elements and make sure to emphasize visual ones. Enable and encourage the sharing of these elements to leverage the opportunity of the social medium.

Acquisition, then Engagement.
The thing that draws people to you initially won't be the thing they share. The marketing incentive must be accompanied by meaningful content to bring about long term change in consumption behavior.

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