Why Content Sharing on the Web Works
So, you are a firm that wants to grow. One of your strategies is to get your message (content, blogs, etc) in front of as many relevant people as possible.
There are a lot of ways you can do that. Most of these involve spending a lot of time (market analysis, segmentation etc) or a lot of money (paying Google, Facebook, Twitter et al).
Let’s think about this problem a bit more…the audience you are seeking to influence is connected, but not yet with you. How do you achieve that? Here are some figures. The average number of Facebook ‘friends’ per person exceeds 500, for Twitter is it over 700 and for LinkedIn (surely your core constituency) it is more than 900. I am pretty dubious about the value of a lot of these connections, but they have interest…
There’s a well-known social psychology construct (and unusually for social psychology constructs, it actually has some proper evidence behind it) called ‘Dunbar’s Number’…it is the number of people that actually influence a person. Estimates for this vary between 150 and 200. These people will probably be in the numbers above (if they use the social medium concerned). The rest are of much weaker value….but they are there and they have a value. I actually believe there’s a continuum of influence from those we include in Dunbar Number and those we are connected to but flip by because it is easier than unconnecting.
So your task is to move along the continuum towards more influence.
The first thing is to make sure your message/brand has REACH, and is repeated frequently (that’s why you see the same ads over and over and over again on TV). Familiarity breeds acceptance, not contempt. So, gain reach and be prevalent and enquiries will flow. Volume is normally as important as quality. REACH is normally MORE important than either.
Do some segmentation research and the maths gets interesting. Here’s an example. Suppose you want to gain more instructions for IHT mitigation planning. There’s your existing client bank, and their friends to leverage first (I should plug www.crosselerator.com here as it automates the process!). But where do you find them?