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