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Top 5 reasons why people share online
New York Times Customer Insight Group conducted a three-phase study, titled "The Psychology of Sharing,". According to it the reasons people share are:
- Better the lives of others (94%)
- For the content they share to reflect their online identity (68%)
- Grow and nourish relationships (80%)
- Enjoy the feeling of having others comment on it and engage (81%)
- Spread the word about something that they believe in (84%)
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Types of sharers (1/2)
Altruists: helpful, reliable, and thoughtful. An example of an altruist is someone who sends a relevant job posting to an out-of-work friend or a medical article to a family member with health problems. Many tend to use email.
Careerists: intelligent web users who have been quick to see the immense value of social networking. Careerists use websites like LinkedIn and FaceBook to build professional profiles and relationships.
Hipsters: young, popular, creative, and prefer the cutting edge of technology. They're likely to use text, Twitter or messaging apps.
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Types of sharers (2/2)
Boomerangs: share content for validation and reaction. Boomerangs use social networks to post thoughtful questions and comments to engage other users.
Connectors: creative, thoughtful, and relaxed. They are likely to make plans via email and Facebook, hook up online discounts, and take advantage of freebies and promotions.
Selectives: resourceful, thoughtful, and careful about the information they share, Selective sharers may prefer to send a private message to communicate, rather than a social media. They understand the permanence of everything posted to the web.
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How to Encourage Online Sharing
Appeal to the motivation to connect with each other, not with just your brand -- you will encourage sharing:
- keep it simple
- have a sense of humor
- create a sense of urgency
Keep in mind: you are not trying to share your content one time. You want it to be shared and then shared again and again and again...
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