The way we share on social media is different than the way that we share via email and face-to-face. That’s because there’s a public element to social. Knowing the psychology behind why people share can help you better optimize your content so that people are more likely to take the intended action.
Why is this important? In order to activate the power of content marketing, you need other people to carry your ideas. That means that there are two things about your content that are really critical:
- It has to be compelling enough to share. It must be remarkable, or it won’t “travel.”
- It has to be easy to share. You have to try to reduce as much friction as you can.
In this episode, let’s look at why people share – and the way that people share – so that it can inform the way that your create and propagate your content.
Listen to the episode here or subscribe in iTunes.
I think I first learned of the concept of “The Hegemony of the Copy” from Out of Control by Kevin Kelly, but here’s an article in NYT Magazine where he describes the concept too.