Remember the Kodak moment? How far from sharing have we come, when a cleverly branded and epic moment was captured on traditional film and shared on prints or slide projectors? We hold onto these as memories and visit with them now and again for the nostalgia and connection. I believe we have these opportunities every day in our companies and our lives to create shareable moments.
Sharing is a word that emotes so many meanings. It seems like nowadays, people have taken the liberty to add a second word to it, such as “economy”, “era”, “movement”, and the list goes on. But let’s take a moment to focus on that single word, and how over time, it’s transformed it’s meaning in the physical and digital space. Sharing involves giving, listening, exchanging, or engaging. The idea behind sharing online has changed; embracing its new meaning is a greater challenge for most.
I believe we are a majority society of voyeurs. A majority of humans have been brought up to watch and listen in a one way conversation. People Magazine has succeeded, because we can watch the lives of the stars and see more about their friends and family without having to hear what they say about it all. Voyeurs want to be entertained, because it is a lot easier to be entertained then interact.
Today’s modern day curator is a vocal sharer of knowledge. We have come to rely on the best to tell us what is good and what isn’t. Their history of shares heightens their status in some cases to social connoisseur, a title not easily earned. Right now, the supply of content is plenty, but someone who can guide us to know where to look and what to read saves us time and becomes a trusted sharer. A true curator knows the work put in to make something sing and the energy behind something.
Perhaps marketers are spending more time talking with vocal sharers of the world because because they have high Klout scores and are perceived to consistently create results. (And, in the interest of CYA, it’s no secret that executives like results.)
What if marketers are missing out?
Facebook has always promoted engagers. Their algorithm gives you what it thinks is the most relevant content based on your profile, your interactions and location. Let’s break this down. If I interact with you, then I am most likely going to see you on my timeline again. And if we don’t engage, the least likely we are to show up in each other’s feeds. There are a variety of ways to change this by creating lists, buying ads or just making a point of engaging. Yet, most people on Facebook are voyeurs, because it’s just easier to be entertained without the pressure of interaction. So how is this algorithm helping, or predicting who the best fans, advocates or future interacts really are?
KEY TAKEAWAY: There needs to be a way for people online to connect what type of sharer they are, with the marketers and brand controlling what is shared. Only part of the story is being told… so which one are you? It’s the ones who care about listening to this that will win the Sharing Game.
This post was brought to you by IBM for Midsize Business and opinions are my own. To read more on this topic, visit IBM’s Midsize Insider. Dedicated to providing businesses with expertise, solutions and tools that are specific to small and midsized companies, the Midsize Business program provides businesses with the materials and knowledge they need to become engines of a smarter planet.
Social Media Today RSS