The Problem (?) With Social Bookmarking
Experiencing major success with social bookmarking & sharing sites is definitely not easy. And unfortunately (for marketers), there is no trick, strategy, or tactic that will see your content rise to the top bringing in traffic in the millions.
The ONLY way to ensure your content gets spread, shared, dugg, stumbled, and bookmarked… is to CREATE GREAT CONTENT!! That’s right folks… Great content. Not a boring press release, a new product page, a lame viral, or the equivalent of you standing on your soap box shouting through a megaphone.
Forget the Ps of marketing, it’s all about the Es now. Experience, Engage, Everywhere, Exchange and Evangelism. Burn these into your mind, because nothing else matters. Much like the rest of the social media world, nothing will get shared on Social bookmarking platforms unless its WORTHY of sharing. What does worthy of sharing mean? Unfortunately for marketers it means unbiased, useful, often non-branded content that people are happy and proud to discover and share.
Another thing marketers need to be weary of. You must be engaged in a community in order to post content there and have anyone see it. If any random spammer could just come along and blast whatever they feel like into the filters of these platforms, they wouldn’t be as popular as they are. The content at the top is there for a reason. But more often than not, the content that becomes the most popular does so because of the USERS not the CONTENT. The heavy platform users endorse it... their friends see it, also endorse it, and so on.
So what all this means at the end of the day, is that us marketers have to think more like humans and less like sales people, we must think about human connection and values because in the end it is these traits that will triumph in a web 2.0 world.
