You like, you share. Based on ‘what’ you share or like, a lot can be deduced about you. Ever thought why you end up sharing, or if there’s any logic to specific sets of people sharing certain things, or if all that is shared can be stratified?
Well, someone has. And the more they think about it – the rage that ‘sharing’ on social media has become – the more brands and marketers will realise what a boon it is, and how it may be explored and analysed to maximise visibility and profit.
Is Sharing a Recent Phenomenon?
No. It’s human psychology to see, observe, form opinions and comment. It has always been around. That’s a ‘share’. Only the manner, mode, time and scale involved has evolved making sharing easier, quicker, faster and far reaching.
You’re more likely to retain the data you peruse and decide to share, and also to use it in the future. Effective information management becomes second nature.
Image Source: Viral Heat
Why Do People ‘Share’
Comprehending what motivates and encourages people to share is half the battle won, as marketers can better understand how to mould their business, brand, product or concept in order to ensure maximum sharing. The populace bases its ‘sharing’ on the following:
For value addition to other people’s lives, be it by sharing products, information on workshops, theatre, socio-cultural or economic occurrences. Whether the recipient shall benefit from that which is shared is a primary consideration for most people who share.
As a means of self-definition, i.e. sharing in order to present themselves or a picture of themselves. They can be viewed as defined by their choices, made evident by what they have shared.
To stay connected, cherish, cheer and jibe at common things and events, deepening existing relationships and forging new ones.
As a way of staying and feeling involved. Many people feel a sense of self fulfilment on sharing and being responded to.
Sharing is an enabler of supporting causes, concepts, brands, events – you name it. It can be a means of educating others about something you feel passionately about, rallying and agitating for it, creating and spreading awareness.
Identifying the Sharers – Who are They?
Discerning the various types of people who share can aid businesses in marketing and brand building in a more focused way. Broadly, the kinds of sharers may be classified as under:
Thoughtful and reliable people, who wish well for one and all, and share what they believe will help someone – or everyone.
Work oriented, dedicated people who believe in causing valuable addition to a profession, a job or a company and improving customer experience and satisfaction.
Youngsters who know sharing online as a way of life, akin to breathing. They identify themselves with not just what they share, but with the act of sharing itself.
People who wish to provoke and engage others and seek reactions and response, which will, well, boomerang on their sharing, giving them and their thought process a sense of validation.
Creative, outgoing people who are high on networking. They share information that is useful and interesting not just to individuals by themselves, but to groups also, acting as a binding agent.
People who are very relative, very choosy with what they share and with whom they share. Resultantly, they engage in less but more focused sharing.
Segmentation of What is or Can be Shared
Fashion and Retail
How to get the most out of ‘Sharing’
Analyse what connects people to each other, what motivates your target consumer category to share.
Gaining trust is imperative to being shared.
Simplicity is the key – a jumble or ramble-on will leave people out of patience or out of time.
Wit and humour always work. Appeal to that and viewers will become sharers, and you will enjoy a certain amount of recall value with them.
If people feel they must share, they will. Evoke that sense of need and resolve in them.
Respond when you’re shared. Stay active, maintain visibility and involvement.
The author based this article on a three-phase study carried out by the Customer Insight Group of The New York Times, in tandem with Latitude Research and acknowledges that content and deductions, if any, are purely premised on the said study