Does Sharing Mean Endorsing?


Thumbs_upI've been thinking about this question for a couple of weeks. There have been some instances where I shared a link with a short comment that qualified why I was sharing it. For example:

  • interesting concept
  • fascinating story
  • intriguing execution
  • looking forward to "xyz" (where xyz is a relevant word)

Too short for orienting people?

This question stems from several observations from listening online.

Especially on Twitter, where both the river of tweets and the constraints of the tool encourage quick reactions. It also applies to Google+ and to a certain extend Facebook pages.

I'm testing a few changes in all social networks where I participate. The results will inform changes in my policy, which is how I communicate my settings for those interested in making deeper connections.

Sharing has implications.

As social networks get noisier with more content being pumped into them by businesses and more individual accounts, people and businesses are also monitoring the content that is being shared to orient themselves. 

The shift is prompted by still scarce resources and the nature and acceleration of online conversations. Faster, cheaper, better — why pick two when you can try to have it all?

Implications for brands

Monitoring is a data collection aspect of listening, which is asking to developing information you can act upon in ear terms. It's not just sound that will be bigger than video. Listening will be bigger than observing.

People have only so many hours in a day. And we do know that relationships are often a proxy or shortcut for getting more stuff done without getting too deep in the details.

It works well with products. You have your go-to experts you trust with knowledge on cars, for example. They'll hear from you if something goes wrong with your purchase.

It works well in entertainment. Last week we discussed an example of going direct to the public with a show using the Louis C.K. self-publishing meme as an example (do read the comments to that post, if you have time). People who dig his content, are likely to go direct to the source and bring more people who would likely enjoy it with them.

Does it work with content in general?

Does sharing mean endorsing?

Brands are starting to warm up to the idea of content curation.

As they continue to seek to attract and work with evangelists and advocates who posses the right intent (or influence) in social networks, brands are looking to collaboration as a way to stretch budgets and teams.

Sharing as endorsing works for businesses that go from their brand content to customer. Does it work for the customer if (and I believe we're there) we reached a point where sharing = endorsing?

When one of your friends says, "wait a moment, you just wasted ten minutes of my time I'm not getting back", will you share again from that source?

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