In our previous article, we discussed 6 reasons why people share your content. As part of our six-part series, we’ll be discussing each of these reasons in greater detail. The first up: Social Currency.
Social Currency is the simple notion that people share content that makes them look good. This can range from anything about a discreet new restaurant they’ve found to the new Rolex they’ve purchased (that’d be nice, right?) to an interesting article on the effects of Global Warming. This need for self sharing, according to researcher Jonah Berger, is one of the reasons why social networks have become so popular over the past few years.
In a study conducted by Harvard neuroscientists Jason Mitchell and Diana Tamir, they found that people who disclosed information about themselves actually found it rewarding. Even when provided with monetary compensation to sit in silence for a few moments instead, people chose the option to self disclose. We’d rather talk about ourselves than be paid to sit in silence.
Brands who want to take advantage of this basic idea only need to do one thing: Give people a way to make themselves look good.
According to Berger, there are 3 main ways you can accomplish this:
Many of you have seen Social Currency in action. Let us know of any examples you may have heard of. We’d love to add them to our list.