Tips on How to Get Content Shared on Social Media

This morning I was having a conversation with a colleague about some intriguing discoveries he’d made on his crowdfunding-related website where people are invited to post their videos. While analyzing how and when people tend to click on videos tweeted out, he noticed that when he tweeted a link to someone else’s videos it was clicked on and retweeted far more widely than if the person who created the video tweeted it out.

the-wheels-of-viral-marketing

What does that say? That people were less responsive when they believed the posting was self-promotional? And that if it came from an objective third party the crowd was more inclined to give the video a look-see—and often a push with a retweet?

Like the good technologists the modern world has advised us we have to be, we all got accounts on Twitter, Facebook, Google+ and on and on and are blasting out content every day. But how effectively are we using these communication channels?

Broadcasting is out, narrowcasting is in.

Spamming is out, engagement is in.

Helpfulness is in.

Consistency is in.

Automation is definitely out.

All of that could mean a lot of different things to different people. My idea of being helpful may feel like spam to you.

Thankfully there are some smart people on the case. One of them is Neil Patel of QuickSprout. In this infographic he takes us through the finer points of one of my favorite subjects: word choices. It turns out they can drastically affect your social traffic. But the best part is that his analysis reveals some pretty surprising results.

I learned a lot from this nifty visual. For example, did you know that words that persuade on LinkedIn may sound overly sales-y on Facebook? Neither did I.

thesurprisingwordsthatgetcontentsharedonsocialmedia

Like anything (other than math) you needn’t get too robotic about it—no keyword stuffing, for example. (That would fall into the “spam” category.) Patel’s idea, I think, is to become more cognizant of our word choices and how they will bounce off your intended audience. And—this is important—the audiences respond differently depending on what platform you’re writing your content on.

Afterwards, check out my post on a Georgia Study that analyzed 200 Kickstarter campaigns for thumbs-up and thumbs-down word choices. That was another eye opener. Don’t worry, we’ll push that brain capacity up a percentage or two before this decade is out.

Reprinted with authorization from The CrowdFundamentals: “Tips on How to Get Content Shared on Social Media.”

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