Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
In Chapter 3 of The Content Code by Mark Schaefer, he continues to explore the idea of embedding shareability into our content. by stating 22 quick-hit actions. Of all the 22, I agree and acknowledge both of them but when reading number 14, Be practical, I realized that sharing content goes deeper than what Schaefer describes. Schaefer then quotes the book Contagious by Jonah Berger were he explains, “but sharing something useful with others is a quick and easy way to help people out, even if we’re not in the same place. Parents can send their kids useful advice even if they are hundreds of miles away. Passing along useful things strengthen social bonds. Our friends see we know and care about them, we feel good for being helpful, and the sharing cements out friendship.”
Social media goes beyond its physical reach. In today’s society, people can connect with people half-way across the world as if they were sitting next to each other. Although Schaefer is mostly talking about providing practical content to your audience to result in shareability, I saw Berger’s quote in a deeper sense. “Sharing cements our friendship.” Sharing? Are they sharing a lunch date? Are the sharing news over coffee? No. People are no sharing via the Internet. Via Facebook, Instagram, Twitter, LinkedIn, etc. Why have these platforms become our primary way of sharing information of all kinds. What happened to sharing information face-to-face? Today we share news stories, recipes, dog videos, cat videos, videos in general, and the list goes on and on. We’ve created a culture were kids no longer have to have playdates because they’ll be sharing moments through social media. Is this type of shareability worth pushing our true social instincts aside to make way for our digital social instincts. Although some, or most, might argue that it is more “practical” to click a button than to set a meeting time, we must think to ourselves next time we click the button if its content worth sharing in person. If its not, then why are we sharing it.