The medium of social media provides a unique and robust channel to reach your prospects and customers and/or user community. Whether you have a social medium presents or not , there are some basic questions that you must ask yourself. 

Social media should act as an extension to your website. It allows you to reach your target audience in a much more interactive way. Social media is a two-way communcation channel that allows your customers to give you feedback and sharethere experiences and thoughts with your brand in a much substantial way.

The first action would be to create a solid base of content. Your content must be useful to your audience.

There are over 31 billion pieces of content shared through Facebook every month. these range form blog post, links, photo, videos, etc.

You must have a a way of exposing your content to people. They can be fan on Facebook or a follower on Twitter. The second stage stage is theta pople must see your content. Thirdly the content must be good enough to motivated them to share you content.

Although many articles are written on how to grow your audience size and expand your brand awareness. We will talk about the motivations behind sharing content.

The New York Times partnered with Latitude Research  to understanding the psychology by user sharing. The study included 2500 participates.  We will include 9 reasons customers may/may not share your content.

Do customers Customer Trust You?

Customer Trust

People just will not share your content if they do not think your brand is trustworthy.  Based on a 2018 Edelman Trust Barometer, on average less than 50% of people will trust your business. The best way to build trust is by having honest and openly public dialogues with your customers. Don’t be afraid of negative comments embrace your community so that people who may not agree or like you brand can respect that your are honest.

Customers Don’t Care About Your Business/Brand

This may not be easy to hear, but customers don’t care what you did for them in the past they want to know what you are doing for them in now.  Your customers are constantly looking for value in your content, products or services. There looking for awesome deals and the opportunity to meet people and share things with those who have like intrest. When you stop offering theses to your customers they will leave.

Building loyalty is handwork and people may not feel committed to your brand. So, you through your content, you can at least keep them interested. You can do this by understanding what your audience likes and  content to  give it to them and surpass their expectations.

Your  Content is Boring

Content is Boring

This is probably one of the more difficult metrics to figure out. People are far more likely to hare things that are funny, cute, intriguing or strange. That’s just how people are wired  How would your prevent your content from being boring  -specifically if your niche is not that glamorous to begin when with?  The the first thing, you should is consider who your audience members are. What is your demographic,( gender, age, income, etc.) or your audience? Put yourself in your audience shoes and think of the content that you’d be interested in sharing with you friends. I’d like to think of what would make a content so compelling that I would have no choice to share with my friends.

Integrate Your Brand into Cause – People Care about Causes More Than Your Brand.

How often do you think people wake up wondering what they can do voluntarily for a business brand today? Almost never, but people are always thinking of their favorite causes. People are very passionate about certain charities or initiatives  such Greenpeace, cancer research, poverty, Aids or their local causes, etc. Find a way to integrate your brand into a cause so that you can engage your audience at an emotional level and drive them to action. This allows your brand to show its human side and relate to people on a personal level. People are much more willing to be part fo something that is bigger than your brand. This will help spread the word.

Your Audience Wants To Share Content To Build Relationships With Others

Recent research shows that many people value their  relationships with other people online, not necessarily with brands. This may seem unfortunate, but in reality people don’t can not build personal relationships with brands.  They are definitely looking for community. Your brand might be able to create a platform for that community.

Here are two notable factoids from The New York Times study:

  • 78% of respondents use links to stay connected to people they might not otherwise stay in touch with.
  • 73% of respondents said sharing content helps them find people with common interests.

Customers want your brand to Reflect them

We all are constanly trying to build credibility within the eyes of your friends. We all desire to be seen as an expert in certain areas and your brand should be in a position to help people do this.

According  a New York Times study, 68% of participates say that they used shared content as a way to share and advertise about themselves. Customers want your brand to help give people a better sense of who they are.

Your content should be high quality and valuable, in which customers can share and look good in the eyes of their friends .

People process and understand information much more deeply when they share

According our  73%  participants think about content more thoroughly when they share it.

85% of respondents also believe that reading other people feedback helps them to understand content much more clearly. Your content should help people gain clarity of their thinking. You content should drive insights and be though-provoking in a way that invites engagement

You Need to Understand Your Audience

Need to Understand Your Audience

One of the main problems brands struggle with is properly understanding their audience. You should have clear insight into your customer’s  persona. A customer’s persona is the profile that  details who and what type of customers you have.

There are several type of  customers and they all have something that is unique to them that will informed his decision.

1. Altruists – love to share content because they want to be helpful to others and aspire to be seen a great resource to others.

2.Careerist – Careerist  are usually well -educated  and desire to grow their reputation amongst their network. They usually share content that is serious and business related – adding value to their network.

3. Hipsters- These are younger people, usually generation Y, who do a lot of sharing via social networks, Facebook. Pintrest, Twitter, etc. They are usually on the cutting edge of technology adoption.There goal is to share content in order to build there online community.

4.Boomerangs often seek to find validation and often do well and thrive  when that have others get involved with the social content that they share.

5. Connectors are always sharing content to be connected with others and feel that content represents who they are. They will connect in ways where people are fully engaged and responsive.

6. Selectives are people who are more thoughtful in when they share and with whom they are it with. The content they are is personalized and they expect people to respond to it.

7. Trendsetters are though leaders, they can be industry leaders, marketeers, experts or gurus. These individuals make it their priority to stay abreast of the latest in industry news and developments. They understand trends and will share that information quickly and actively through all platforms. These people are often experts or desire to be experts.


You should use your content sharing strategy to reach the segments of the these customer profiles that falls within you audience you are trying to reach. There are different reasons these personas want to share your content and you have to make it compelling enough to engage them to action.

Although, everyone is motivated by different reasons to share, on of the must simple rules that can help guide you in this process is by keeping you content simple . The shorter the post  (80 characters on Facebook)  the more likely (+27%) it is to get shared.

You want to engage your audience by creating a sense of urgency and getting them to act immediately. Remember that getting your content shared is the first step to building a loyal customer base.


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