The Science of Sharing

Yesterday I shared a print campaign of toothpaste, which I thought would win the advertising awards in the next season in my wall.

This week sometime, someone I know very well, shared a video on my wall, saying he knew I’d find it funny.

Last week, a friend of mine retweeted a tweet by a celebrity he is a fan of.

Studies say videos of puppies and babies, shot with mobile phones, get more shares/retweets/repins, compared to those shot by the best film makers in the business, because most people find innocent animals more interesting, than the brand who invested millions on the filmmaker.

Then again, every day I attend a meeting where brand managers are talking about “engaging their customers” online.

But why on earth would I want a furniture shop to haunt me every time I log on?

An anti-dandruff shampoo give me gyan on hair care on my facebook wall?

A jam, to tweet me pictures of fruits and facts about the nutrition value?

Which brings me to my topic, why brands on social media need to go beyond likes and instead look at sharable content?

What is sharing in the real world (not social media)?

If I had to share a cake, the one thing I assume is 

"Someone else may have made this cake, but I bought it and now this is MY cake" 

IF I want to share it, I think,  "Here you can have some MY cake" 

If you want me to share something about your brand it has to somewhere be belong to ME, whole of me, a thing about me, something I like, something I relate to, something I think you need, or can have. 

It’s about I. It's about me. 

So, now that I know it’s mine.  Ill share it.

Forget brands for a moment.

What is it that I readily share in life? What makes me immediately log on to social networking and motivates me to post something?

I want to share news about my achievements, about my child's milestone, or recognition given to me by the society, a big news about the company I work for, or a luxury item I purchased, or a fabulous place I visited.

And sometimes a not so pleasant experience of mine. 

Again it's about me.

So in social media you see a lot of shares (and not likes) about things to do with me, myself, my life. 

So if brands touch me, in a very personal way, I'll share.

But then again we do share ads we like, ideas we love, things we find funny, things I know that you will find funny, or inspirational, or informative. 

Do note. It's about me. 

Why do I share?

I share to be seen as clever. 

I share to be seen as informed. 

I share to be seen motivated.

I share to be seen happening.

I share to be seen upmarket. 

I share to be seen with a sense of humour.

I share because I care (about myself)

Brands term their presence on social media to stay engaged with their customers. But actually, most of the times it’s about them, and not about me.

So, Hey you brands! When you post something about yourself, I don't want to know things about you, I want to know how that makes me feel good about myself. 

Only then I'll share.

So, for all the times you shared things and people asked you why you did. Remember it was your cake, and they should be grateful you agreed to let them have a piece of it.

Unfortunately brands can’t think that way.