After putting together the list of the most shared posts in 2012 the other and trying to figure out what that says about 2013, I noticed a weird pattern. It seems that you shared the same posts most often across Twitter, Facebook and LinkedIn… but not Google+.
In fact, 4 posts from last year were very popular on Google+, but almost nowhere else in terms of social sharing. First, here’s the posts:
- Why You Have To Use Google+. Whether You Want To Or Not.
- Where Are Social and Mobile Heading? 8 Things to Know.
- Why Content Matters for Your Marketing.
- What You Can Learn from Apple’s Maps Mess.
OK… why the discrepancy? What does the popularity of these posts on Google+ tell you about marketing your content on Google’s social site (or anywhere else for that matter)?
Well, the first one’s easy. It’s not a big surprise that content about Google+ would be popular on that network, now is it?
But what about the other three? Each talks about something different: social/moblie trends, content marketing, product management (though each falls broadly into digital marketing).
What do those three (or four) have in common?
I actually think the answer is hidden in the question. I think the three are popular on Google+ because… they’re popular on Google+. Now hang in there for a second and I’ll explain what I mean.
Twitter and Facebook are two of the most popular sites on the Web, drawing hundreds of millions of users every day. Supposedly, so does Google+. LinkedIn attracts a very different crowd, consisting almost entirely of business users. But when I use these sites, or watch others use them, I see very different behaviors among their users.
Twitter and Facebook attract “general” users, people just going about their ordinary day-to-day lives. LinkedIn, to a lesser degree, does the same (albeit professional types). Many consumers seem to segment their lives, using Twitter and/or Facebook to keep up to date with “real” friends and LinkedIn for keeping in touch with business associates.
But Google+ seems to attract a different type of crowd altogether. Instead of communities of friends, family or colleagues, Google+ seems to be more about communities of interest. Its users share and discuss content they find interesting, educational or enlightening (not that there aren’t “I can haz cheezburger,” LOLcats-type posts on Google+, too).
So my theory is that the people on Google+ are different than the folks on Facebook, Twitter or LinkedIn. The content that gets shared there does so because it appeals to a different audience than the more “general purpose” Facebook/Twitter/LinkedIn triumvirate.
At least, that’s what I think.
What about you? Am I missing something obvious? Is there more to this than meets the eye? I’d love to hear your thoughts. Feel free to drop me an email or leave a comment about what you think is happening here.
Oh… if you’re interested in 2013 trends register for my upcoming Biznology Webinar: “It’s All E-commerce: How the Social, Local, Mobile Web Affects Sales Online and Offline.” It should be worth sharing with your friends on Facebook, Twitter, LinkedIn and Google+.
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