There’s nothing like a headline telling you you’ve got it wrong to make you read on.
An article on Time.com written by a data analytics expert tells us ‘What [we] think [we] know about the Web is wrong’ – or at least when it comes to measuring ‘clicks’. Actually most of us already know there is a massive difference between what people share and what they have actually read, or what people click and what they read. For information professionals, who act as curators for many audiences, clicking and sharing appropriately (or “delving deep into multiple pots of data and information*” is a critical skill.
The article shares some interesting statistics:
- 55% of those who click on a link spend 15 seconds or less reviewing the screen (lesson – grab your visitors quickly)
- Content sharers are a small percentage of content visitors – one tweet per 100 visitors/readers
…and is worth reading for longer than 15 seconds.
On SocialMediaToday, another headline suggests we’ve got social media ‘all wrong’. It’s a brief overview of how social media supports search engine optimisation and reminds us that customers don’t owe brands anything “They don’t have to share your content, they don’t have to interact with posts and they certainly don’t have to suggest your page to other people.”
Collaboration goes mainstream in the sharing economy
Regular readers of this blog may remember a New York Times Insight report about the ‘psychology of sharing’. A new report has looked at ‘sharers’ in Canada, the UK and US and has organised those participating in the sharing economy into three types:
- Neo-Sharers are those who have used sharing services such as Etsy**, Kickstarter or Airbnb at least once in the past year
- Re-Sharers – are those who are already using well-established services (eBay etc) but are not yet ‘Neos’
- Non-Sharers are those with intentions to use sharing services in the next year
Neo- and re-sharers constitute about 40% of the US and Canadian populations and about 50% of the UK population.
Sharers are more likely to be affluent, young and are much more likely to discover services via word of mouth, social networks or blogs than from ‘traditional’ marketing.
** We featured ‘the Etsy economy’ here.