Pursuing the Content Sharers

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footprints_smallADOTAS – Every day consumers are interacting with content — from location-based services to content creators to digital content sharing. Currently there are millions of highly motivated consumers sharing content daily.

The Content Consumption Graph (CCG) forms a social currency ecosystem based on how often and who shares content. This drive and desire to obtain a nugget of information and be the first to seed such an information discovery among ones followers/friends (give them something to talk about) is a major opportunity for brands to intelligently source and feed their feeds.

Content worthy of being shared is passed, retweeted (RT) or pushed in a Facebook stream as status updates or posts starting the conversation tsunami; however, brands are not taking advantage of this viral conversation. This highly desired sharing behavior is prompted by consumers using shared information to drive discovery within specific networks which is an amazing conduit for
brands.

Every brand has a set of prolific content sharers who are directly connected to the brand on many levels. These hyper-sharers may never mention or post directly on your brand, exposing a major flaw in keyword-based social monitoring platforms.

Mashups and infographs such as recently launched Facebook Stories are hot because they drive more sharing and conversation around the same set of topics. A great example of this CCG interaction was spawned from the Fast Company Influencer Project.

Here we show the interaction breakdown putting Amber Naslund at the very top of the CCG and other sites gaining less share reach.

ccg

Today’s brand managers face the challenge of what they should post to their audience versus just product update or special discount offers over and over. Social is not about force-feeding a one-way message, rather more about leading in information discovery.

Bio
Chase McMichael
President & CEO, InfiniGraph.com
Chase is a leading veteran in the field of collaboration and social intelligence working at JP Morgan-Chase, Oracle and founded several startups. He was awarded the Marketing Sherpa Viral Hall of Fame award and top honors from Ad-Tech deploying advanced social campaigns for F 500 brands.

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