SHARECASTERS: THE 5 MOTIVATIONS BEHIND WHY PEOPLE SHARE CONTENT ON SOCIAL MEDIA & BLOGS
POSTED ON JANUARY 7, 2013 BY MICHAEL MARTINE • 3 COMMENTS
In my previous post on Sharecasting, you were introduced to term itself and the differences between sharecasting and broadcasting were highlighted. This material comes from research recently conducted by the New York Times Customer Insights Group partnering with Lancaster Research. Get their report here.
What I want to examine for this post are the 5 motivations behind why people share content via social media. Understanding what might motivate people to share helps you better choose what you create and curate, so that it may be more frequently shared. This nets more traffic for your blog, and, hopefully, more conversions as well (provided, of course, you’ve actually designed your pages to convert).
Take a look at the 5 different sharing motivations this study uncovered. The motivations come from the study, but for each one I’m making my own observations.
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1. TO BRING VALUABLE AND ENTERTAINING CONTENT TO OTHERS
This is the obvious one. I can see why it’s included, but is it alone motivation enough? I wonder if the next question would have been: “Why do you want to bring valuable and entertaining content to others?” they could have dug deeper into the motivation. Because I believe that when pressed, the answers would have been the remaining four motivations.
What is the primal human dr