The behavior behind online content sharing
Dan Zarrela conducted a fascinating survey that lends tremendous insight into the behavior of online content sharing internet users. If you are conducting a viral or word of mouth marketing campaign, his analysis is a must read. We’ll cover summarize the study and findings here for your convenience.
The study:
Dan issued a survey to 420 internet users and queried their sharing habits, resources and reasons. In particular, Dan evaluated the behavior of users of various social web technology resources (blogs, social news, email, twitter, facebook, etc.). Of specific focus were the following points:
1. How frequently and to how many people, as known as “reach”, do users share with specific individuals?
2. How frequently and with what reach do users share with a mass, nonspecific audience (such as through a blog or via a post to a social news site)?
Important points of interest:
1. Biggest bang for your buck: social web technology users. Frequent users of social web technology share online content with more people and do so more frequently than those that do not frequently use such technology. When it comes time to seed your viral marketing campaign, you must ensure that you lay the content in front of these users so they may continue to pass it along. Post your content to social news sites, share it with twitter users and connect with any bloggers you know and ask them to write about it.
2. Everyone shares. While their frequency and reach of sharing is diminished by comparison, infrequent social web technology users (which make up the majority of internet users) still share frequently. Thus, while they may not be the most efficient target, you can count on them to share your content.
3. You can count on email to spread your content. Dan found that email is one of the most commonly utilized content sharing tools. Blog and social news sites receive a lot of attention by mass, nonspecific audiences, but targeted sharing primarily occurs via email, particularly in the case of infrequent social web technology users.
Any business owner interested in improving their word of mouth and viral marketing campaigns would do well to read the full report and glean insight into how your visitors behave. It can be read, in full, for free at Dan’s site (a quick registration is required). In addition, keep in mind that our service Siphsmail can help you leverage viewer behavior to grow your market presence. Click here to learn more.
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