4 Big Reasons Why People Share Content Online

4 November 2009 137 views No Comment

When Oprah Winfrey devote an entire show to Twitter, we know that social media has already hit mainstream. Marketers on the other hand, are trying to leverage on all these social networking sites to push their message out and make some quick buck. While business want to act quickly and jump on to the bandwagon, marketers need to take a step back and look at what motivate their customers to use social media so that they can leverage on that information to meet their own marketing objectives.

So in this post, let’s discuss a little about what really motivate people to use social media. Why would they want to share content and how marketers can use the information to create viral campaign.

Self Expression

In traditional marketing, people are mainly motivated by cash. It may not be in term of dollars and cents, but also in term of coupons and discounts. In social media, the number one motivator is self expression. So how does marketers use this motivator? what about coming up with promotion that allows your customers to express themselves. For example, customizing a Nike shoes that they can share with their friends.

Status Achievement

We all like to brag and boast about our achievements, and this motivating factor is multiplied on the web. Create a promotion that enhance the status of the user among their peers is an effective way to get them to spread the brand to their network. Amazon.com create a proposition where they will reward their loyal customers with advance notice of new release and encourage them to share this information with their friends. Putting power in the hands of the user is a big motivator on social media.

Altruism

Besides bragging, people like to do good too, especially so when it’s convenient. For example, why not create a green promotion by giving away recycled paper bags while shopping. This type of promotion not only make the customers feel good about doing their part for the environment but also helping their friend feel good about joining the cause. In this scenario, the customers are motivated by the opportunity of doing something good, and it is not because they will get any physical or monetary rewards in return.

Self-serving

While self-serving offers work really well in the offline world (coupons, discounts etc), it is not as powerful as it is online. However, that doesn’t mean that it can’t be effective when done correctly. How about combining self-serving offers with one that taps into status achievement? Marketers can offer to give their loyal customers $100 vouchers if they are able to circulate a $2o vouchers to at least 10 friends. The customers win big, earning not only financial rewards but also status among their peers.

Conclusion

At the end of the day, marketers who create campaigns that leverage on the motivator most appropriate for the company’s message to it’s audience will go a long way towards ensuring it’s success. It is impossible to run a successful business without knowing anything about your customers. Therefore, any information that can help your company figure out what motivates them are invaluable.