Understanding the who, what, when, where, why and how people share content online should be a critical insight for your brand. Not only does it inform your tactical decisions for social and content marketing, it belies the future of overall marketing success as consumer behavior is trending away from mainstream advertising effectiveness and more toward word-of-mouth marketing, even online.
Unfortunately, clear understanding of share metrics is hard to come by. Installing share buttons on your website provided by the social networks don’t often provide analytics to go along with them. Your website analytics only go so far. So we have to rely on sharing tool companies and their aggregated data to understand this critical component to our communications efforts.