Getting Seen and SHARED on Social Sites!

It’s no secret that we are living in the days of “more” – more content from more sources, being shared with more people, more frequently and more quickly. The question is, in the sea of information flooding consumers today, how do you ensure that your social marketing efforts will be read – and ultimately shared?  Sharing certainly is not a new concept. People love to tell their friends about great finds, ideas and experiences, it’s just a lot easier to do so with the help of modern technology, and you should be taking advantage of this fact!


Why does it matter if your customers share your content? According to The Psychology of Sharing, a study published by The New York Times, “73% [of people surveyed] say they process information more deeply, thoroughly and thoughtfully when they share it.” This means that if you post about an upcoming event on your Facebook, Twitter and Google+ accounts, and one of your followers shares this post, that person will be more likely to really contemplate the event, making them more likely to buy tickets and end up attending the event! Also, once they’ve taken the time to share your event information, it is probable that they will continue to talk about it with others (since you are now top-of-mind), which often translates to more tickets sold!


Time is of the Essence. One of the implications of consumers receiving so much data is our attention spans are shorter than ever. In other words, if you want to capture your target audience, you need to get information to them as quickly and frequently as possible. Big concert next week? Let you consumers know through a number of different channels – email, social media, and on your website – as soon as possible, so they will be thinking of you and be more driven to share this information with others. Make it easy for them to share, too! Incorporate social media buttons directly on your webpage that link your site to your social media pages. If customers can share your content with one-click, they are far more likely to do so. Another important consideration – even if you aren’t working on Wednesday and Thursday one week, your customers are still looking at your content, so try to keep active every day. (For tips on leveraging social media on the weekends, see the article we linked under “Latest Headlines,” at the top of The Dirt.)  On the flip side, people will generally share your content only if they feel like they can trust you, so make sure you take any outdated information down with the same sense of urgency as you’re posting.


Get Engaged! When posting, don’t just think about the business side of your venue, but about what draws consumers to your venue in particular. In other words, what are the interests of your target audience? Most people choose to share information when they believe the information is a direct reflection of their personality, interests and beliefs, so try to match up with your customer’s mindset. Also, your fans want to be heard just as much as you do. If they take the time to comment, reply or write you an email, make sure you respond! Engagement makes people feel valued, and the more appreciated they feel, the more likely they’ll be to share your information with others.


Make it Fun! While thinking about being timely and engaging, try to also find a unique way to get your customers involved. Some great tools include polls, contests and open-ended questions. For example, if you have 3 big shows coming up over the next couple of months, put a poll up asking your fans who they are most excited to see. Not only will this get people voting, but it will likely get them to share as they see the preferences of others. You may also choose to post a photo of one of the favorite foods served at your event, and ask people when the last time they tasted this dish was. Leaving the question open-ended invites more conversation, which makes readers give more thought to the post, resulting in more shares.


Think of posting to social media in a similar fashion as talking to a group of friends. You want to stay on topics that will be interesting to the group, and hopefully get everyone involved. The real victory is when you choose a topic that so interesting, your friends talk about it even after you part ways.  Also remember, no one likes being the person who shows up late, making the others wait, so be sure to exhibit a sense of urgency with your social media posts. Sharing isn’t a new idea – in fact, people love to share when you give them content that sparks their interest, so start posting!

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