Content Marketing

Shareable Content

Shareable Content 1 Shareable Content

When President Obama won his second bid for election, he made history in more ways than one. Outside the political sphere, our newly reelected president made social media history. Shortly after his victory was announced President Obama posted a photo to his official Twitter and Facebook accounts. Within hours, the photo of him embracing his wife Michelle, simply titled “Four more years,” became the most liked and tweeted photo in Facebook and Twitter history.

A few weeks later, a man virtually unknown to the world, shared a Facebook photo that nearly quadrupled the President’s photo in shares. In the frenzy of the $588 million Powerball jackpot, Nolan Daniels shared an image of himself holding the alleged winning ticket, claiming to be one of the winners. But that’s not what made his photo a viral phenomenon – his attached message of “Share this photo and I will give a random person 1 million dollars!” quickly resulted in over 2 million shares.

The photos President Obama and Nolan Daniels posted illustrate the direct link between shareable content and high social engagement – evident when something goes “viral”.  The more compelling, or even ridiculous, the content is, the more likely it is to be shared among people across multiple networks.

However, with multiple outlets and audiences to share with, social media management is often time consuming as it takes time to find the right content to share. And when the right content is found, marketers, community managers, and social media users are constantly copying and pasting or signing in and out of different accounts to share the content with the appropriate audience. The time spent on the seemingly simple task of logging into accounts to post begins to add up and become cumbersome, especially for those managing multiple accounts for numerous companies or businesses.

With so much happening on any given day, especially in the unpredictable and ever changing social world, how can one begin to effectively manage time and content engagement? Let’s take a look at some ways to ease the task of sharing content across multiple platforms.

  1. Share time-sensitive content right away.

Imagine if President Obama shared his photo two days later or a world championship sports team shared its triumph the day after winning. The content would be untimely, stale, and, literally, yesterday’s news. Remember that social media lives and thrives off of live, real-time updates. Your content has a higher chance of being shared and interacted with when it is current so keep the time in mind when posting.

  1. Schedule interesting content ahead of time or add to a queue.

Some content you come across can be relevant to your audience for extended periods of time. Just because you may not be able to share the moment you find it, doesn’t mean you should lose the chance to share with your audiences at a later time. Schedule to post at another time or keep it in a queue of content to refer back to in the future.

  1. Find content your community cares about

Depending on the industry you are in the community you are sharing content with will vary. Make sure you are sharing content that is not only timely but also interesting to them. Set up RSS feeds that pertain to your industry, highlighting the articles, graphics, and videos that will resonate with your community and share them throughout the week. By doing this you will become a trusted resource for your audience.

  1. Find a tool that helps you manage and engage from multiple social media accounts.

The advent of social media and the its increasing popularity carved a unique place for the development of social media tools. A comprehensive tool like Viralheat offers users account management, engagement, and analytics across multiple platforms as well as a publishing suite that offers scheduled publishing and rich media integration. In addition, Viralheat offers Flint, a Google Chrome extension that allows for easy publishing through sharing stories and links to any connected social accounts without having leaving the page or signing into multiple accounts.

With different audiences across multiple platforms, it is essential for community and marketing managers to understand the important connection between shareable content and high social engagement. While audiences today spend more time online than ever before, they are also constantly bombarded with information when online so high engagement ensures your audience is paying attention. It is equally important to manage time and social accounts in order to deliver the most compelling content.

89de4c85e98701467b49a4081365b797 64 Shareable Content

Eileen Bernardo

Eileen Bernardo is the public relations and communication manager at Viralheat a social media intelligence company. She has an M.S. in Public Relations and Corporate Communication from New York University and a B.A. in Communication from the University of California, San Diego. She’s a pescatarian, dog lover, snowboarder, and a sports fanatic who enjoys cheering for her favorite teams.
89de4c85e98701467b49a4081365b797 64 Shareable Content
89de4c85e98701467b49a4081365b797 64 Shareable Content

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One thought on “Shareable Content

  1. Excellent tips for posting shareable content! While I think that most people know that timeliness is a factor, I think just how big of a role it plays is something that’s not fully understood by some. Sharing time-sensitive content even just a few hours after it’s available can inhibit shareability. Additionally, it’s critical to realize the importance of scheduling content that isn’t time sensitive in advance. While it’s easy to assume that you’ll remember to post something down the line, it’s far easier and more reliable to depend on an additional resource or social media management tool.