What Makes Brands' Social Content Shareable on Facebook? An Analysis that Demonstrates the Power of Online Trust and Attention

From January to October 2015, U.S. brands published 35 million posts across Facebook, Twitter, and Instagram, sparking 65 billion actions with social audiences (i.e., comments, shares, re-Tweets, etc.).

What Makes Brands’ Social Content Shareable on Facebook? An Analysis that Demonstrates the Power of Online Trust and Attention

Tania Yuki

Shareablee

MANAGEMENT SLANT

  • There are clear psychological drivers that affect sharing of brand content on Facebook: social currency, emotion, usefulness, and content that tells a story.
  • These drivers vary by users’ age and gender as well as by brand category.
  • These differences should inform the ways in which marketers craft their social content to inspire their audiences to share their content and, thereby, generate word-of-mouth and earned-media recognition.

INTRODUCTION1

Even before social media, people shared information for a...

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