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BizReport : Social Marketing : October 20, 2010

Why brands need to drive sharing, not clicks

With everyone talking about the benefits of social, some brands may be forgetting one thing: social isn't necessarily about clicks. Rather than counting clicks for a campaign, smart brands will look at the sharing aspects of their campaign - how many consumers are sharing deals, a video clip or product news from your brand?

by Kristina Knight

sharethrough.jpgSocial marketing platform Sharethrough helps brands capitalize on social sharing.

"What we've done is build an advertising platform to target the content out there to specific audiences," said Dan Greenberg, Co-Founder of Sharethrough. "Our platform gives our advertisers better access to the social platforms they need to engage with consumers throughout the social space because we don't just want to drive clicks, we want to driving sharing."

What is the key to sharing? Content, specifically viral content. Since the advent of social networks and video platforms brands have tried to find out what makes content shareable. What it comes down to, according to Greenberg, is the emotional content of the message.

"The content has to be so compelling that people just have to share it and that doesn't happen 1,000 times a day, only about one in 10,000 clips actually become viral," said Greenberg. "People share things because it makes them feel something: it makes them smile, it makes them angry. It is a personal connection with that video clip. So, if you can create a clip that makes consumers feel a personal connection they will share it."

Of course, not all sharing is equal. According to a recent Eventbrite study, a Facebook 'share' equals $2.52 while a share on Twitter equals $0.43. Facebook was also found to be the leader in referral site traffic, higher even than Google. Their research shows that Facebook shares drive 11 visits back to their platform; on average other referral points return 7 visits.

Greenberg suggests that the difference between Twitter and Facebook, in addition to the worth of that sharing, is that Twitter shares are more likely to reach a mass audience in a shorter time frame.

"I think Twitter is probably better for mass reach of content because you can easily go from one tweet to 200 re-tweets or replies. Facebook is [more] about the people who are sharing content with like-minded people."

Tags: Sharethrough, social marketing, social network advertising, social networks, social sharing

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