COM 584 PR Campaigns

Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.

Sharing is caring.

People try to make social media a less dense subject than what it is.  It’s more than just getting self-fulfillment from likes and I think it actually is a positive in today’s generation.  Because of it’s new identity in our world and how people take certain pleasure from it, there are people who are scared of it and just want to take every negative about it and highlight it.  I know as well as any other person that works in public communication that this isn’t true–and that once upon a time, people use to say television is bad for you!  We wouldn’t even think twice about that now.  We know that social media, has many benefits and says a lot about who we are and what we can do as public relations practitioners.

When Schaefer revealed the New York Times research about the five reasons people care enough to share content, it couldn’t of been more spot on.  I find myself falling between being useful, defining myself, getting the word out about causes and brands.  When he shared what one of his blog readers set to him it really reminded me of how I am myself with certain organizations and brands.  This summer when I first heard of The Skimm (a daily newsletter that writes whats happening in a fun and easy way)  I was addicted.  I would read it every morning with my cup of coffee on the train.  I shared what I was reading every morning, so much that people thought I was interning for the company.  I felt that they had to be a necessity in my morning ritual (and still is) and that their values and mine matched.

What Schaefer pointed out that is the highlight of this chapter is that, although we may know why people overcome apathy and care to share our content, we are posting content to make money.  It’s usually not in our interest to make people feel something.  But if you can figure a way where the emotional benefit of sharing also helps the financial benefits then you are to something successful. People who share the content, care enough to identify themselves with you brand, making your content ignite.



About michellepaltan

Michelle Paltan is a communications professional and social media specialist with experience in content development for social media platforms, graphics for page layout and vector programs, and media writing for publication.

2 comments on “Sharing is caring.

  1. therealityofsocialmedia
    February 5, 2016

    How interesting…!


  2. Life of an Ad Student
    February 6, 2016

    It is very true the point you point out at the end about people creating content or posting things for the monetary benefit of it. For example, I know people who just want to post news articles or their company related things on their Facebook page and expect them to get views, shares, etc. What they don’t understand is that, yeah, we don’t really care much about that. We like stuff that we can enjoy, that reaches to our emotions, that we can show our family or friends, “oh my gosh, look at this.” It is all very psychological, it goes way beyond money and the business aspect of it all. People love to be treated as people, period.


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This entry was posted on February 5, 2016 by in Chapter 3 and tagged , , , .

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