Social Media Link Featured in IAB Webinar “Why Do People Share Online?” with New York Times
SML’s CEO Susan Frech joined ConAgra and Edelman to contribute as speaks in the Interactive Advertising Bureau (IAB) Webinar titled “Why Do People Share Online” in conjunction with Brian Brett’s New York Times Psychology of Sharing study.
This important study addresses one of the most fundamental questions of social media regarding what actually drives people to share online. There has been an abundance of research on social media, but few have addressed the motivation of “why we share” from a comprehensive perspective
Some interesting facts from the study:
- 49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action.
- 73% share information because it helps them connect with others who share their interest.
- 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with.
SML presented key learnings surrounding how to leverage Facebook fans for brand advocacy, featuring a 2011 case study of PAM Cooking Spray. Facebook fans were invited to participate in Smiley360’s influencer program, activating fans to experience PAM offline and share their thoughts and reviews online across their different social networks.
Key Takeaway from SML’s feature:
- Leverage social media to engage your audience, create content and utilize brand advocates.
- Not all Facebook fans have the same level of social media experience. Consider segmenting consumers and customizing the messages and engagement.
- Reward your top influencers, while cultivating others in your community to become advocates.
- Bringing value to advocates to share with their social networks increases pass-along and viral sharing.