Content Sharing: How, When, Where and Why [infographic]

Sharing on the Web: How, When, Where and Why We Do It [INFOGRAPHIC]Recently, on our blog we have made a lot of suggestions on how to make content sharing on social media more effective, and knowing the right time and good content to post is an important part of that strategy.

It is an important topic that means a lot for businesses that want to reach out to its target audience. Therefore, I think that this infographic could be used as a ready reference for brands!

In order to understand when people share content on the web, when do they click on content, the sharing pattern, the bookmarking and sharing service AddThis have on the occasion of their fifth birthday examined this. The Clearspring service has analyzed five years’ worth of sharing data and from this created the nice infographic below.


What is trending

As seen in the infographic, the peak hour for people sharing content is 9:30 AM EST every day. Wednesday is the peak day for content sharing and 75% of clicks occur within the first day of sharing. Of course, this also makes a lot of sense, since there’s always a greater chance for fans to see your update, when it’s new and still present in their news feeds. However, it is important to notice that this has been compiled through a broad examination, so it can be a good idea to test when exactly your brand obtains the maximum engagement from your fans.

As we have written earlier in the blog post “How to post effectively on Facebook“, it is different from each industry and which day during a week it is most effective to post content. It does seem to be safe to say, though, that midweek is often the time to obtain the highest engagement level from your audience. This is also in compliance with the infographic below. And since most clicks happen within two minutes after share, it’s definitely worth figuring out when to reach most of your preferred target audience.

Further, it is worth keeping in mind that we have experienced a high growth in shares on Twitter and Facebook, since these also count as the most popular social networks. Here, I would also like to refer to an earlier blog post from Mindjumpers called “Content Sharing Pattern on Social Media“, since this holds useful knowledge in this context.

However, take a look at the infographic here in order to gain an overview of sharing trends from the social world:

Sharing on the Web: How, When, Where and Why We Do It [INFOGRAPHIC]

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain messenger.com to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.

 

Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.

 

Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.

 

At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.