The New York Times conducted a study on the psychology of sharing online -- looking at personalities, drivers and other factors.
The results are not surprising or new news, but they've done a nice job of breaking it down in such a way that it makes thinking about what to share, how to share and who to share it with, a more thoughtful process. And of course, it's always nice to see research that backs up what we already know. I've attached the full report.
Most fascinating results...
6 personas of sharing
Reminder to focus on relationship development
7 Key factors to influence sharing
1. Appeal to consumers’ motivation to connect with each other — not just with your brand
2. Trust is the cost of entry for getting shared
3. Keep it simple... and it will get shared... and it won't get muddled
4. Appeal to their sense of humor
5. Embrace a sense of urgency
6. Getting your content shared is just the beginning
7. E-mail is still #1