This Week in Marketing | Sharing, Local SEO, Google+
Sharing is the currency of social media. It’s not just a nice thing to do, but it is an essential part of Content and SEO marketing strategy.
Why do we share content?
I think that depends if by “we” you mean marketers or “normal” people.
The number of shares and the influence of the people who share your content are markers that Google uses to assess what place you deserve in search results.
As such, businesses factor “share-ability” into the content they publish.
When you don’t have your “marketing hat” on, you probably share for one of the following reasons Mark Schaefer outline is his new book, The Content Code.
If we’re sharing other people’s content and ideas because we seek reciprocity (see Reciprocity – Social Sharing or Marketing Strategy) then we may feel resentful if they don’t return the favour.
This was one of the opinions shared by the Jessica Dewell, Randy Bowden, B.L. Ochman, Scott Scowcroft and I in this week’s show: Is Sharing Really About Caring?
12 Social Sharing Tips from the Lunch Bunch.
1. Sharing is “giving”.
We may think sharing doesn’t cost us anything, but the time it takes to research and curate your own and other’s content is non-renewable.
You are giving when you’re sharing.
2. Sharing is good karma…mostly.
Good things come from sharing. It’s very generous sharing quality content but at a certain point, you expect that generosity to be reciprocated.
If it’s not, that person’s content no longer gets shared.
3. Show you care when you share.
Always acknowledge and credit your source.
4. Social sharing is about “manners”.
…saying thank you, acknowledgment and reciprocating.
5. Reciprocation is important until it’s not.
Acknowledgment and reciprocation from the original content creator aren’t always important if the priority is to reach and help a targeted audience (tribe).
6. Share content from a network of influencers.
Be selective with what and whose content you share.
7. Share what will help your audience , not your ego.
It’s easy to be seduced by the attention given from “Influencers” who retweet your content. People who marketers look up to as influencers are unknown by the vast majority of our followers.
So what good does it do to make them the centre of your sharing strategy?
8 The content you share needs to be aligned to your business goals.
“You can’t just tell people what you want to tell them. You have to tell them what they want to hear.” ~ Seth Godin
9 You can mix your personal sharing strategy with your professional one.
The media is called “social” after all.
10 The more focused your sharing, the more effective.
Instead of mass distributing content, being helpful is sharing content that can help a specific client or group. Share it directly with them either through email or social media.
11 Sharing the right content builds your reputation and trust.
At the end of the day, you share content to build your business .
12 Create relationships by sharing the “what” and the “why”.
Then consummate the relationship by supplying the “how”.
The RayLunchBunch TakeOut Ep. 79
At the end of each #RayBunch show, we leave you with our Takeout – links to resources that provide you the opportunity to dig deeper into our featured topic.
by Lindsay Bell Social Media: Why We Share Things Online
Why People Share: The Most Overlooked Part of Social Media Marketing
30/ 60/ 10: The Golden Ratio for Social Marketing
Good to Great by Jim Collins
by Content Curation Primer Beth Kanter
Google Plus News
Find Google+ Collections on CircleCount
OK, I know this makes week number three that I mentioned Google+ Collections.
But I feel I have to add this since it makes navigating through Collections a lot easier.
I think Collections have a lot of potential, but like many Google products, it was taken out of the oven before it was completely baked.
One example: when you follow someone you automatically follow their Collection.
So you’ll come across Collections with 10,000 followers and nothing in them.
The other thing: Why wouldn’t Google include a search function?
Luckily, the team at CircleCount gave us one.
Read the embedded G+ post below for further details.
Local SEO – The Definitive Guide
This is an excellent Local SEO guide written by Tony Messer of Pickaweb.co.uk
The search results advantages from having a fully realized Local strategy is the major benefit of having a business presence on Google+.
This helpful guide includes chapters on:
Stuff You Should Read
The Psychology of Sharing – NYTimes (pdf)
This a pretty detailed study on the reasons people share.
Primary motivations for sharing
Six sharing personas
Essential steps for marketers aiming to get their content shared
Impact of sharing on Information Management
Cycle of sharing
Enduring role of e-mail in the age of social media
Facebook, the publisher
Meanwhile over at Facebook….
It’s been a long time since we ceased thinking of Facebook as just another social media platform .
For many, Facebook is social media and on its way to being the defacto internet portal.
This is another step in that direction.
Facebook launched Instant Articles this week. It allows major media companies to publish directly on Facebook – beginning with these nine:
The New York Times, National Geographic, BuzzFeed, NBC, The Atlantic, The Guardian, BBC News, Spiegel and Bild to create fast, interactive articles on Facebook.
So far only available on iPhone.
HOA of the week
Brand and Influence in Social Media Marketing
Presented by Social Media Today, this HOA sets a high standard for professionalism and production values.
When I grow up I’d like to have a social media company sponsor the #RayBunch show so I can have all those cool bumpers and graphics and a guy like John Ellis pulling the levers.
One of my own influencers , Danny Brown joins David Amerland and Alexandra Riecke-Gonzales to discuss influence in social media marketing.
This is a topic familiar with Danny as he is co-author with of Sam Fiorella Influence Marketing: How to Create, Manage, and Measure Brand Influencers in Social Media Marketing
I especially like the distinction Danny makes between Influencer and Influence marketing.
That’s it for this week.
Drop me a line and let me know what else you’d like to see in this newsletter.
If you’re free on Tuesday for lunch, join the #RayBunch at 12:15 pm ET.
Thanks for dropping by. I'm the Director of Digital Marketing for Image-24.com.
My background in business includes non-profit (performing arts), restaurants and Promotions.
Having moved on from my own strategic consulting company, I now write about what interests me. So in this blog, you may read about my thoughts on marketing, health issues and business culture.
You can follow me on Twitter @rayhiltz or @image24Call