Rethinking Social, Part Two: Optimizing Content for Social Sharing
The second (and final) segment of Beth Becker’s latest thinking on social media.
Rethinking Social, Part Two: Optimizing Content for Social Sharing
By Beth Becker
In the first segment in this two-part series, I briefly explored the idea that social media isn’t just about being social, but is now about social sharing. Today I want to explore how this subtle shift in thinking should affect the content we produce. How do we optimize it for social sharing?
First, Content that is visual or audio is more likely to get shared. With the constant bombardment of online of messaging, visual messaging caters to our increasingly short attention spans. I recently saw an infographic on Pinterest (surprise?) that indicated that over the last 10 years our attention span has gone from an average of 12 minutes to 5 minutes. In a 2010 NY Times article it was stated that on average approximately 44% of the audience will stop watching a video after the one minute mark and 10% will abandon the video after just 10 seconds. [Ed. note: I'm surprised the number is only 10%!]
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