There is a whole suite of tools on the Internet that help you share content via social media. The best-known examples are the Facebook ‘like’ or ‘share’ button, Twitter ‘follow’ or ‘tweet’ button and the Google +1 recommendation button. These are all great for sharing content and they work particularly well for publishers.
Personally, I regularly share through Facebook, LinkedIn and Twitter. But what am I sharing?…usually it’s information about (1) my company blog, (2) news articles that interest me or (3) videos and music that interest me. Reinforcing the value sharing has to publishers all you need to do is look at the sharing options on any article on Techcrunch, Mashable, HuffingtonPost or other mainstream news sites. It’s a slam dunk, sharing on content sites is brilliant stuff!
Sharing options as seen on most news and publishing websites.
But How Effective are Sharing Options for Businesses?
It got me thinking about the effectiveness of these share options for businesses. As a consumer when was the last time you clicked on an option to share or recommend a service?
Sharing or recommending a business usually puts a number alongside the share button to indicate how many people have shared that content, but browsing through Yellow Pages or any other online directory you will struggle to find business listings that have had anyone share, tweet or like small businesses.
Sharing options as seen on most business listings.
My feeling is that most businesses have implemented some form of sharing button because everyone else is doing it, and it can’t hurt! But, if the objective is to help your business and engage with people who visit your website or directory listing then perhaps it’s failing.
Why would a customer click on a share button on your business page? What possible motivation do they have to ‘like’ your business? How do you meaningfully engage with customers visiting your website?
Would love your feedback if you run a small business and have used social media sharing options here.