We love to share. At least most of us… 😉
Sharing your business related articles, quotes, photos and such tells followers you are a) keeping up with industry changes and b) you are a source of helpful information for those of like industry. The source benefits from the added exposure. A win-win-win.
Then there are those who don’t like to share.
For those who are still keeping it all to themselves, they are under the outdated misconception that if you tell everyone how you do what you do, they won’t need your services. Au contraire!
David Ogilvy, the master marketer of the Mad Men era, was the pioneer of the How-to in marketing. Marketing colleagues criticized him for laying out his trade secrets for all to see in his books, articles, and interviews. But Ogilvy understood that most readers would never consume and digest all the information, much less try to put it into practice. Instead, he knew that by showing his wares, he revealed his expertise and more people were likely to hire him for that expertise.
So, sharing brings you business, it does not give it away.
- GIVE CREDIT WHERE IT’S DUE: PLEASE don’t copy and paste without crediting the source. Remember high school lessons on plagiarism? Would you like YOUR work to be plagiarized? Keep the article or photo intact with the author or signature. Even excerpts should be credited to the source.
- LINK SHARING with INFO: PLEASE use a lead-in sentence to inform the followers of the link’s content. Especially on twitter. I often see “Great post! [link]” and that’s it!? Really? – so now followers must click that link to determine if it’s of interest to them. See the following screenshot.
*Lame Share: This may be a wonderful post, but IF it doesn’t contain content of interest to the follower, you create ill-will because you made them waste time.
Some believe leaving the link post ambiguous creates more clicks. Maybe, but generally, it can backfire when people feel they wasted time downloading an item of no interest to them – especially on a mobile device.
Informative and enticing share: Credit to the source with a brief description of content.
In this second case, the follower is aware of the content, has decided it is of interest, and can look forward to reading the post.
Don’t alienate your followers, you’ll lose credibility. Simple as that. Better to strive for an RT or share because you provided a clear heads-up on content than to leave a bad taste in their mouths.