Why People Share: The Most Overlooked Part of Social Media Marketing
clients and they typically “get it.” But it’s recently become clear to me that the people I come across that don’t get it often miss two fundamental points. Specifically:
- Social media marketing doesn’t work unless people share; and
- People share content for specific reasons, most of which have to do with how it makes them feel about themselves.
The Math Works: Shares Trump BroadcastYou’ve got Facebook fans and Twitter followers and blog readers. You even have some YouTube subscribers. Excellent. Let’s say, for simple math’s sake, that you have 10,000 of each. Here’s some math to think about.
10,000 Facebook fans * 16% average fan viewing = 1,600 people likely to read your post.Not very impressive if nobody shares your post. Now, let’s assume that 10% of your fans who see the post (1.6% of your total fans) choose to like, comment or share, so that it goes into their news feeds. Now the math gets better.
(10,000 Facebook fans * 16% average fan viewing) + ((10% of viewers sharing) * (150 average friends) * (12% average friend viewing)) = 1600 + 2880 = 4,480 likely to read your post.Now we’re doing about 3x better, even before a few friends of fans may share it even further. It’s because of the following truism. (Call it Tobin’s Law and make me feel good, will ya?)
The size of your network is always smaller than the size of your network’s networks.I didn’t have to major in math to be pretty confident in that statement, yet it’s forgotten. There’s plenty of research showing that friends of fans are statistically more likely to buy than non-friends, so networks of networks are great targets.