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BizReport : Social Marketing : May 30, 2014

Six surprising myths about social sharing

If you think Millennials and younger generations engage and share brand content the most, and that most content sharing is done via social networks, new data from RadiumOne might surprise you.

by Helen Leggatt

In a new infographic, RadiumOne attempts to dispel some widely-believed myths regarding social media and content sharing.

Perhaps the most intriguing is that it's a myth that most content sharing happens via social networks such as Twitter and Facebook. In fact, says RadiumOne, most people - a whopping 72% - are still using the somewhat archaic practice of copying and pasting. This is also true of content shared via mobile, and iOS users were found to use copy and paste the most.

Another myth highlighted by RadiumOne is that Millennials and younger generations are more likely to engage with and share a brand's content. It turns out this is actually the least likely group. Social media users aged between 55 and 64 are the most likely to share and engage with brand content whether they are using mobile or desktop. Forty-one percent of Baby Boomers share and engage content compared to just 19% of Millennials.

"We live in a world of sharing. Billions of articles, items, and links are shared every single day. However, when people think "sharing", they immediately think Facebook and Twitter. This is a mistake, and an even bigger mistake for marketers, as sharing on these networks really is just the tip of the iceberg," writes Rupert Staines, Managing Director (EMEA) of RadiumOne on the company's blog.

"Facebook and Twitter do account for around 25% of all shared items, and it's easy to measure. However, the key question here is "what about the other 75%?" or as we, at RadiumOne refer to it, 'Dark Social'."

Check out RadiumOne's infographic to discover the remaining four myths of social sharing.

Tags: content and blogs, demographic trends, research, sharing, social media

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