Difference between revisions of "Social Sharing"

Revision as of 10:35, 21 November 2023

Definition

Figure: Social Sharing - Author: Seobility - License: CC BY-SA 4.0

Social sharing refers to the sharing of website content across social media platforms. This includes directly sharing content but also includes other actions like commenting on, liking, or otherwise engaging with content. It plays a significant role in digital marketing and search engine optimization (SEO) by increasing a piece of content’s reach and getting the brand/website in front of its target audience.

Benefits of social sharing

Social sharing comes with a number of important benefits, including:

• Enhanced visibility and Reach: Social sharing can significantly extend a piece of content’s reach, especially when it comes to sharable content like blog posts or linkbait. As users share content, it gains visibility, potentially leading to increased website traffic.
• User engagement and trust: When users share content, it acts as a personal endorsement, building trust in the brand or website. This trust can translate into higher engagement rates, improved user signals and potentially increased sales.
• Backlink generation: Shared content can generate backlinks as other websites may reference it. These backlinks are crucial for SEO as they contribute to a website's authority and ranking on search engines.

Risks associated with social sharing

Alongside the many benefits, there are also some risks associated with social sharing.

• Negative publicity: Negative reactions on social media can spread rapidly. Companies must be prepared to address criticism constructively to mitigate potential damage to their reputation.
• Content misalignment: If the content is not aligned with the audience's interests or is poorly executed, it can lead to disengagement or negative perceptions of the brand.

Increasing Social Shares

There are a number of things that can be done to increase social shares for a blog post or other web page. Some of these include:

• Create shareable content: By making sure content is relevant, engaging, and provides value to your audience, engagement can be improved.
• Use compelling visuals: Images and videos can significantly enhance a piece of content’s shareability. Visuals capture attention and can convey a message more effectively than text alone.
• Craft catchy headlines: A post’s headline is the first thing users see. A compelling headline can entice users to click on and share content.
• Engage with the audience: Engaging with an audience by responding to comments, participating in discussions, and acknowledging feedback can foster a sense of community and encourage more shares.
• Promote sharing on multiple platforms: While it's essential to focus on platforms relevant to an audience, there is generally more than one platform that a target audience uses. Promote sharing across multiple social media platforms to increase a piece of content's reach.
• Use social share buttons: Make it easy for users to share content by incorporating social share buttons on a website. Ensure these buttons are visible and easily accessible.

Example of social share buttons on Search Engine Journal

• Encourage sharing: Sometimes, a simple call-to-action asking users to share a piece of content can make a difference.
• Monitor and analyze: Use analytics tools to monitor the content performance. Understanding which content gets shared the most can provide insights into what a target audience prefers.

Relevance to SEO

Social sharing has an indirect impact on SEO. While social shares are not a direct ranking factor, the increased visibility and backlinks generated through social shares can improve a website's ranking in the SERPs. The additional marketing/branding benefits, including increased brand exposure and improved consumer trust, can also spill over into a site’s SEO performance. This makes it an important aspect of SEO and general integrated marketing campaigns.

Related links

• https://moz.com/blog/relationship-between-organic-rankings-and-social-shares
• https://www.wordstream.com/blog/ws/2014/06/19/social-sharing