The Value of Social Media Sharing

 Technorati Top Small Business Blogs

Technorati Top Small Business Blogs


The Jeff Korhan New Media and Small Business Marketing blog enjoyed a great week, leaping back into the Technorati Small Business Top 100 Rankings.

How does this happen?

While producing great content helps, it is not enough – not nearly enough. Your content has to get shared, again and again.

Original content is fuel for helping your customers – and social media sharing is the flame that ignites it.

Getting Your Content Shared

To start, you have to earn the right to be shared, and that does require having a base of solid content that is the result of understanding your business and its customers – and then showing up to do the work of creating it.

Your content is a body of work that earns the attention of your community. If you consistently provide value, the community will engage with your business blog, with a few even taking a moment to leave a comment.

This is precisely how I first met Jon Loomer. Since then, we have crossed paths as guest bloggers at Social Media Examiner, something that would not have been possible without our respectively building a base of content worthy of the standards of Social Media Examiner.

Links from prominent sites like Social Media Examiner significantly contribute to the ranking of your blog. Now fast forward a few years to just last week, when I did an interview with Jon Loomer on his Social Media Pubcast.

Jon’s podcast is so popular that we scheduled that conversation months into the future. So, in addition to the time investment for doing your own work, you have to be patient about your content sharing.

This is a marathon – not a sprint.

Get in The Game and Let Serendipity Happen

Jon Loomer is influential as a Facebook expert, and we had a good time chatting about the new Facebook hashtags. The article I recently wrote on that topic earned quite a few shares, something that occasionally happens when you continue showing up to do the work of helping your community.

Serendipity played a role in helping that article reach a larger audience, because my content is syndicated by Business 2 Community and Social Media Informer, which both significantly helped to earn it even more shares.

These partner relationships would not be possible without first creating content worthy of sharing.

So, the lesson is simple.

Create content to the best of your ability, keep showing up to do it again, and reach out every now and then to expand your audience by joining the communities of other blogs.

Oh yeah, and don’t forget to share and share alike.

When you share, you create opportunities for new relationships. That’s how I met Jon Loomer, Mike Stelzner at Social Media Examiner, and lots of other cool people.

The web is designed for sharing.

You simply cannot do this alone. You need friends and allies.

The aforementioned Technorati ranking may have my name on it, but it was a team effort that was years in the making.

Are you ready to get started building yours?

About the Author:  Jeff Korhan, MBA, helps mainstream small businesses create exceptional customer experiences that accelerate business growth. Get more from Jeff on LinkedInTwitter and Google+.

Jeff is also the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – (Wiley 2013)

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  1. Congrats Jeff! and informative post.

    • Thanks Martha – and for also being a long-time participant of this community.

      I’m often hearing commenting is fading, and it is. However, I still do it and appreciate it when others take a moment to do the same. 🙂

  2. Hi,

    Do you have any tips on how venues can encourage guests to share social media, pirticular videos with each other. For example prizes for people who share a hastag.

    • James – I have found that incentives are not the way to go. People will share what they will because they are excited about its value.

      There certainly has to be a call to acton as everyone needs a reminder, and studies have proven that we do response to well-intentioned requests.

      That’s the key. When you have created value and make the appropriate call to action the sharing is nearly automatic.

  3. Social media sharing is also important from and SEO perspective. When your content gets shared in social media it helps to improve your “social signals” which conveys trust and authority to the search engines. It’s a part of the ranking algorithm.

    • No question about it Nick. I’ve written earlier articles on about the context those social signals create. How exactly that works is obviously a game that will keep changing.

      However, human behavior never changes, and there is no question that the search engines are making every effort to validate what works in real life.

      In other words, those social signals validate the content just as inbound links do, thereby increasing authority as you have noted.

      Thanks for the point of clarification.

  4. Hello Jeff,

    I think I am following you, but may need a little enhancement, to strengthen my grasp.

    From your article and a few of the comments, the value of a social share seems to come in two forms:

    1) SEO – dude to social signals

    2) Meeting people – in your case, Jon Loomer

    My questions:

    a) What did the relationship with Jon Loomer do for your business?
    b) You got value from social sharing in the form of a higher Technorati ranking. Has the Technorati ranking helped you because of your business model, and can it be applied across business models?
    c) Is there value above and beyond things like having a high ranking blog?
    d) Is there any way to measure the absolute value of a social share, and is it generic across markets?

    Just curious man. I searched specifically for “value of a social share” and your article came up. This is something I really want to get my head around.


  1. […] The Value of Social Media Sharing By: Jeff Korhan Producing compelling content helps, it is not enough. You need need to share your content in as many ways as possible. […]