In 2011, we've heard a lot about the power of social media for "amplification" of messages, i.e. social sharing. Amplification will happen naturally if you can create the right type of content that is valueable and shareable for your audience - whether that's infographics, video or a whitepaper. I think many companies use their blog, Facebook or Twitter to test which types of content and formats are most shareable and then refine their approach based on what's shared and what's not.
Here's a different approach based on understanding the psychology of sharing within your audience. It's about understanding the motivations for sharing amongst different groups and then developing the right content and seeding that works for this group. Next Fifteen has a useful whitepaper that expands on this, but I found this chart most useful as a summary of the motivations; prompting ideas on how you could reach and influence these different types of sharers.
Here's the infographic summarising all of the research.
Source: NextFifteen research
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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