Sharing is caring, but is it?
Updated: Aug 27, 2019
You know when you find an awesome article or photo, so awesome that you want to share it with your family and friends on social media? Then no one comments or likes it.
Well, on a whole, both business pages and personal profiles alike have seen a decrease in engagement on shares. "It's because Facebook doesn't want you to share things" is what I hear. Personally, I'd argue that point. On the contrary, I think Facebook bases how successful a post is by its engagement metrics and sharing is one of those. The issue is HOW you're sharing.
Imagine this - On your way to meeting business friends for coffee you read an amazing article about establishing an clad-iron branding message across all digital marketing.
NATURALLY, you want to share it with them! (It was THAT good!) You can do one of three things:
1 - Walk up to your friends, drop your phone with the article on it and walk away.
2 - Walk up to your friends, drop your phone with the article on it and say "check this out" or "wow!" or anything of the sort and then walk away.
3 - Walk up to your friends, sit down with them saying "I gotta share this article with you about creating brand messaging! Most of what they say we do in our business but they suggested something towards the end, I'd love to know your thoughts on it."
Now, which of those 3 options are going to not only get the other people to read it but subsequently start a conversation? Which option are you using when sharing content on social media?
It's easy to forget that a human is on the receiving end of your post, comment or share. In our digital world, it's become so easy, if not expected, to just throw information out there with a hope and prayer that SOMEONE sees it and not even care if there's a response. But let's be real here, the only reason you post, comment or share anything is for the action/reaction of others.
Next time you want to share something on social media, please think of my story and remember there's a human on the other side of your screen.