In a post written by Rohit Bhargava, Senior Vice President, Digital Strategy & Marketing, he talks about a concept he calls MicroSharing. He explains it as, "the act of individuals sharing pieces of content with others in a group who have similar interests or needs."
The concept is a solid one but how does a marketer encourage Microsharing? I discussed the 'how to' earlier. Virally-enable your content. MicroSharing starts by make it easy for users to share pieces of your content with their peer group.
Recently, a client shared their success of Virally-enable content. The results were outstanding. They added up all the traffic they received from digg, del.icio.us, StumbleUpon, RSS etc, it nearly was half of the traffic Google delivered. If you think of the size of Google compared to the cumulative size of these sites, that is a successful outcome.
However, there is a deeper impact that is occurring. Why are these sites able to drive so much traffic? Think about it as a product review. Very similar to what you might find on Amazon. A user - not you, said this piece of content is worth sharing. According Bazaar Voice, 78% of online consumers have more trust for brands with reviews.
So what should a marketer do?
1. Virally-enable your content to create consumer reviews
2. If you are producing content, studyDigg, digg, del.icio.us, StumbleUpon to understand what content is important to users
3. Heavily promote your RSS feeds to encourage viral syndication
3. Write what works. Apply your learnings from 2 above and start creating content that resonates with your target market.
Not a new concept but consumers will trust other consumers before you. By Virally-enabling your content, you are letting users decided what is worthy of sharing and reading.
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