Chris Brogan suggested recently that people share more than they read. While his statement was born of instinct, I wanted to validate it with data. Let’s look at the truth of it with a sample of nearly a half a million URLs.
Data and Methodology
Over the past year in my work at SHIFT Communications, I built a content scanner that ingests and scans URLs for all sorts of things - social shares by network, clicks recorded by Bit.ly, SEO metrics, content marketing data such as readability, and even IBM Watson integration for sentiment and tone analysis. I’ve used the tool to scan almost 500,000 URLs, from corporate websites to newspapers to blog posts for companies in nearly every industry. We’ll use this repository as the source of our data.
For measuring sharing, we have that data baked as-is, in the number of social media shares by network and in total.
For measuring reading, we will look at clickthroughs as measured by Bit.ly. Bit.ly tracks any URL shared with it and for the most part makes the data available; it’s a good proxy for reading because someone at least made the effort to click through on a link, even if they didn’t necessarily read the whole story.
So what does our data tell us? Is Mr. Brogan right?
People Share Far More Than They Read
Not only is he right, he’s very, very right. For the half million URLs, people shared 777% more than they clicked through to read:
In fact, the average number of clicks a URL received was around 51; the average number of shares was 396, 7x more than the clicks:
What does this mean for you as a marketer? Think about how we communicate information. If people are just reading the headline and the associated graphic without reading the content, then be sure what you’re creating still communicates value in that very brief exposure.
Consider also the network of how people share. Malcom Gladwell’s Tipping Point discusses three different types of networkers - mavens, connectors, and salespeople. The salespeople - message distributors - are who does the sharing. As we build our networks of relationships, we need all three types. Deep, exhaustive content is for the mavens. Our own role as a hub in our network helps us connect our mavens - the few people who actually read our stuff - to our connectors. Our connectors then ambassador our message to the salespeople and the broad audience.
Sharing may be caring, but reading and engagement delivers the results. Be sure your content marketing focuses on both the sharing and the reading by communicating value even in the briefest of glimpses.
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