The Science of Sharing and the Impact for Facebook Marketers

Twitter and Google+ may be gradually increasing their user numbers, but there’s no doubt that Facebook is still the king of social networks.

As evidence of that fact, Facebook accounts for 52% of the 4bn pieces of content shared everyday through social.

So tapping into all that sharing is an important challenge for marketers and even a partial success could lead to untold riches, or at least a boost in traffic and conversions.

A talk by Beyond’s Nils Mork-Ulnes and Judith Lewis at the recent Facebook Marketing Conference examined the science of sharing and the implications for Facebook marketers.

They identified seven different types of social sharers, ranging from altruists who share because they want to help to careerists who share because it helps them in business.

In the UK, altruists account for the largest proportion of sharers (39.6%), while careerists are in the minority (2.5%).

Lewis also highlighted data from Google which showed that shoppers are increasing the number of sources used to arrive at a buying decision, and that they use them almost twice as heavily as in the past. Read more…

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