Breaking News: We Really Don’t Share Much Via Social


Click Like if you find sleeping babies cute! April 2012 Mad River Valley, Vermont

You didn’t know this? We do share stuff about ourselves…most people 1-2x per day and heavy Social Media people 10, 20, 30 posts/tweets maybe.

When it comes to seeing content and actually sharing it we do very little. There are two types of sharing. Active and Passive. This is my blog so this is my definitions.

Active Sharing is seeing a piece of content and sharing the Link on Twitter or Facebook or similar.  This is the ‘I discovered let me show you this!’ type of sharing.

Passive Sharing is button sharing. Clicking Like on a Facebook Post or Retweeting a tweet. It also includes the Social Graph which is where content has lots of little share buttons for Facebook, Twitter, Google Plus etc.

I can understand why Active Sharing is low. It takes more effort plus we have to see the content first before we find it worthy. I might read or watch 30-100 pieces of content that is sharable each day and might share a few. I might have about 500-1000 sharable experiences each day and only share a few. These include the mundane ‘I am at Starbucks’ or Loving my Chobani!’ shares that everyone can’t get enough of.

But Passive Sharing is something that kind of destroys the whole fabric that is the Myth of Social where we share constantly. Why do we not click Like on a higher percentage of content on Facebook and off? Why do I see articles read by 10’s of thousands or more getting only 200 Likes via Open Graph? Why do I post amazing mouth watering gourmet dessert photos for a client that gets seen by 400 supposedly dedicated customers and get only 10 Likes.

This is something that goes to humanity and not something a Marketing Agency or Social Media Hack will ever admit. I normally hear ‘If only you worded it better’…’If only the content was better’….’If only the platform was better’…but never ‘We are human and we just don’t do that much’

A typical Marketer will say Facebook has 1 billion users and they share 1 billion pieces of content per day you have to be on Facebook. An honest person would say ‘Each Facebook user shares ONLY one piece of content each day’.

The fact is people share but not as much as advertised by the vested interests in Social Media. The fact is content rarely goes viral, but topics do. Which really reduces Social Media to a more sobering marketing support channel.Stop listening to the Social Media Talking Heads and Mashables and Facebooks.

  • Think about building stronger relationships with fewer customers vs trying to reach the masses.
  • Think about how the Social Media technologies can add value to the Brand-Customer relationship.
  • Observe and Support the conversations around your Brand and Market.
  • Use Pull vs Push tactics this means don’t be an intruder and figure out how to be invited in.

Still uncertain about strategies and tactics that help you better understand the Social Media Channels? Or how they can add value (real value) to your Brand and your customers? Just ask.


About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
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