Add this theme to the list of blog-posts-in-my-brain.
In short, “sharing” has become a lot easier and a lot more efficient, but “being shared with” has become much more time-consuming, demanding, and inefficient (especially if we don’t ignore most of our friends most of the time). Given this, expecting our friends to keep up with our social media content isn’t expecting them to meet us halfway; it’s asking them to take on the lion’s share of staying in touch with us. Our jobs (in this role) have gotten easier; our friends’ jobs have gotten harder.
Just look at that graph. On the one hand, you have all the social networks that you know. They’re about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that’s delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It’s more than 2.5x Facebook’s impact on the site.
Day after day, this continues to be true, though the individual numbers vary a lot, say, during a Reddit spike or if one of our stories gets sent out on a very big email list or what have you. Day after day, though, dark social is nearly always our top referral source.
This post. It is brilliant.
“Brands and their marketers suffer from what I refer to as medium’alism, a condition where inordinate value and weight is placed on the technology of any medium rather than amplifying platform strengths and ideas to deliver desired and beneficial experiences and outcomes. Said another way, businesses are developing for the sake of development and establishing supporting presences without regard for how someone feels, thinks, or acts as a result. In doing so, “engagement” programs are calculated, brought to life in the form of an editorial calendar that, by its very nature, isn’t not designed to really engage people at all.”
Engagement Ain’t Nothing But A Number | PandoDaily
See also: “if you build it, they will come”.
“What I do find to be a wonderful development is the way in which social discovery engines like Summify and Percolate surface much more relevant and much higher-quality content than search ever did. (Although I do worry, a }
y just to shut it down.) The more that we share stories and use such tools, the better the chance that great content will get an audience commensurate with its quality — even if it doesn’t have a web-friendly headlines like “How Your Cat Is Making You Crazy”.”
– Quality vs quantity online | Felix Salmon
“Companies like Demand Media were created to game search — to take what people are genuinely interested in, and then exploit those interests to get undeserved traffic and ad revenues. Gaming social media, by contrast, is much harder: people tend not to share things they don’t genuinely like.”
Quality vs quantity online | Felix Salmon
On search vs sharing and “content discovery”.
“[Pinterest] has a strength that we unfortunately didn’t recognize. The demographic of the site that “lets you organize and share all the beautiful things you find on the web” is the perfect demographic for success – 25-35 year-old women.”
– 4 Social Startups On Track For A Monster 2012 | Fast Company