Exploring the best lures that
draw readers via social media

By Jerome Chong
Bulletin staff

What people share on sites such as Facebook and Twitter can provide insight on the trends in social media use, according to Shareablee Inc., a social media analytics company based in New York City.

At a workshop on “How to master social media marketing” Saturday, Feb. 20, during the New England Newspaper and Press Association winter convention in the Boston Park Plaza Hotel, Tracy David, Shareablee’s chief marketing officer, and Piers Mathieson, a client success manager with Sharaeblee, discussed data they’ve gathered from different social media platforms.

Shareablee, a company founded in 2012, measures social media engagement between users and brands, providing insight into the effectiveness of a particular company’s online marketing efforts.

“Recently Facebook has done some drastic changes to their algorithm, which basically means that your audiences need to actually like what they’re seeing and would like to engage with it,” Mathieson said. “So Facebook is showing your posts to the audiences with the most tendency to actually engage with the content that you are posting.”

David mentioned a study that Shareablee published in the Journal of Advertising Research two months ago, surveying more than 10,000 people about what makes them want to share content. Women were more likely to share content that would make them look intelligent to others; men, however, were more likely to share funny content.

“Heart-warming stories are definitely, for news organizations, the little soft spot, the little passion trigger that people want to engage with,” Mathieson said.

David said the best content keeps people coming back.

“When you are putting effort into engaging an audience, you don’t want them to come to you only once, because if they come to you once they’ll go away and you’ll put in a significant amount of effort to get them back and they might forget about you,” David said.

By giving the audience news that might potentially affect them, content will be more shareable. Constant updates on local and national news can also help keep people talking and sharing, David said.

“Facebook, Twitter, Instagram have become extremely important for local newspapers but {there is} still a lot of growing opportunity happening there,” David said.

About 25 people attended the session.

POSTED 3/17/16


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