Sharing content onlineThis is a guest post by Yolanda Facio from Red Hot Momentum.

Last week my very smart friend, Lisa Wood, wrote a very quick post on sharing.  In its brevity was a very powerful message.  I stopped and began to really think about it.  Was I becoming lazy?

I started to review my sharing habits and the general process of how and why I share information.

With all the sharing buttons available to us it’s hard not to want to simply click them all!

But does that make sense?

And that question raised the next: do you need a sharing strategy?

The Why of Sharing

Before you start clicking away it’s valuable to stop and think about Why you are sharing in the first place.  There are a lot of reasons to share: supporting friends, sharing good content, spreading the word, connecting, and educating to name a few.

When creating a structure around what you share, ask yourself why you share what you are sharing.  It’s an important question with consequences, the primary consequence being the needs of your audience.  If you are a blogging expert, why are you sharing information on say, the royal wedding?  If there’s a blogging angle I can see doing so, but if not, then why?

Of course it can be fun to simply share stuff and if that’s your Why then it should be clear from the get go, but as someone interested in learning more about your blogging expertise… well I might just stop following you.

Strategy Step One: Make a list of all the reasons you share and the types of content you typically share.

The Where of the Share

Maybe you’ve got lots of interests and want to share interesting things you find as you travel the internet.  That’s cool.  But where should you be sharing that information?  On your blog, at Twitter or Facebook?

Your share content list will allow you to see what you’re sharing and help you determine the best place to share it.

I foster a baby orphaned elephant and love to share video, news and information about it but my Red.Hot.Momentum business readers are likely not interested in baby elephants splashing in a pool.  So how then do I share and with whom?  I’ve determined that my personal Facebook page will be reserved for friends and family and will be dedicated to sharing fun and helpful information that doesn’t really have a business theme.  By the same token I rarely share business stuff on my personal Facebook page.  Instead, I’ve created a Facebook business page where I can share the business information I find useful.

Because of the audience on Twitter I might share some more personal items but primarily use it to support fellow business peeps and share my work.

Your list will help you group content and then determine where content gets shared.

Strategy Step Two: review your list and segment it, then determine where you’ll share the information you find.

Clickity Click

Sharing without reading is poor form, even if you don’t comment on something make sure you at least skim the information to confirm that it’s right for your audience.

No blind clicking.  Why? It’s a good way to lose followers.

Blind clicking = noise.  Noise means folks stop listening.  If your primary purpose as a business is to gain interest, credibility and exposure then what and how you share matters.

Sure it’s important to support your friends and associates but at what cost?

With so many social media platforms available it is easy to create a new one for a specific sharing purpose.  You may find it much easier to keep track of your sharing strategy when you have outlined which platform is used for what.

Strategy Step Three: determine a sharing platform for each of your interest segments.

Quiet Down

Seriously, if you don’t have a place to share the latest youTube video featuring the Muppets… then simply quiet down and enjoy it.

Not everything needs to be shared.  When I really want someone to see something I’ve found because I know they will appreciate it, I send an email.  Plain and simple. More importantly, targeted.

In this way I create very little noise and still get an opportunity to share.

Strategy Step Four: remember there’s still email.

Wrapping It Up

The key insight here is to determine why you share what you share and how you do it.  From a marketing perspective the things that resonate with potential customers/clients and that fit within the confines of your brand and purpose should be shared.  The things that do not need to be dropped.

Does that mean you should never share personal or fun stuff?  Nope.  It does mean that you should use care when doing so.  Noise and irrelevance is a turn off.

Sure there’s always the delete button or we can simply scroll right past right? But the problem is that when I am interested in what someone has to say I want to listen.  If I try to do that and end up watching Mento-exploding-soda-bottle-youTube-videos I will probably get fed up.

Remember your business is a business.  Don’t make the mistake of thinking otherwise or your customers will do it for you.

What do you think? Tell us what you think by sharing your questions in the comments section below

Yolanda A. Facio of Red.Hot.Momentum helps small businesses find clarity and the momentum to grow and manage their companies. Sign up for the free Red.Hot.Motivator e-Newsletter and get Red.Hot!


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