A recent article in AdAge has spawned an interesting discussion on tracking shares over likes in marketing campaigns. Check out the blog post below, originally posted on The New Traditional blog by my good friend and digital brand manager Sarah Silverman.
I’d love to hear your thoughts on the same topic. Let us know what you think in the comments below!
A few days ago I came across the Ad Age article Brands Favor Social Shares Over Likes, and posted to my LinkedIn community. All of the chatter to my post gave me an idea to create a “Marketers Mash-Up” in reaction to the article.
Prompt: What’s your take on the notion that shares are more important than likes in the social space?
“Marketers are finally embracing word of mouth in the true sense and emphasizing the ‘social’ part of social marketing. Although a ‘like’ and a ‘share’ can at a basic level indicate the top of the funnel awareness and engagement, weighting more heavily on shares makes sense (and I’m also hoping this will cease the poor ‘like’ baiting content on Facebook). With a share, your content and your brand is more powerful because it is gaining legs to spread from one network to another.”
“Thank goodness we woke up and smelled the coffee! Marketers have been obsessed with touting large numbers to the point of missing the point. Valuing shares over likes signifies the notion that we may be finally moving towards dynamic conversion-based goal setting within social. How is what we are putting out getting a consumer to actually do something meaningful? At the end of the day our social and digital efforts should be moving a consumer from consideration to evaluation to buy to loyalty.”
“Brands are finally coming to their senses in learning that active engagement is far more powerful and effective than passive engagement. For a consumer, clicking “Like” is a passive way of engaging with a brand; they click Like on a friend’s photo the same way they would click Like on a brand’s photo. Commenting and sharing, however, is a far more intimate and active engagement. The consumer is putting his or her “stamp of approval” on the content and trusts the content enough to share it with his or her community. Word of mouth is an age-old marketing tactic that has proved most impactful for brands, and shares are the modern version of that tactic.”