Is it #Shareworthy?

James Buckhouse
Nov 27, 2012 · 2 min read

Niche bloggers, big brands, start-ups, and thought-leaders listen up: Every time you tweet or post, ask yourself if your audience will want to pass it along.

Coca-cola uses the term #shareworthy as a part of their “Liquid and Linked” approach to content strategy, but what about the rest of us? Can we learn something from Coke? One way to make sure your content is eminently shareable is to only share information that will actually make a difference in your audience’s life.

“Give your audience something that actually makes their lives better.”

Does your content make people smarter, better, kinder, more creative? Or are you filling them with more branded-clutter? If you doubt how much influence your content can have on a person’s brain, then skim this 10-min film about the brains of kids, the internet, and sharable content.

Your content will only have an impact if it solves for people’s needs every step of the way. Try this: Only write content that actually brings value to each person it touches. Your audience is made of people, not credit cards or userIDs.

Here’s a few more tips:

1) Connect people to the resources they need.
2) Carefully curate examples of tricky problems well solved.
3) Family, friends, and hope are more important than “features.”
4) Faster or better trumps new.
5) Hidden value delights.

“Final check: Does this make the world
a better place?”

If your Tweet or post or photo or video or PDF helps make the world a better place, then succinctly articulate why and share it immediately.

If not, then skip it. No one unfollows an account for tweeting too little. Honor your audience’s attention and treat their brains with care.

Learn how to optimize for repeatabilty.

Design Story

Complements to the human condition.

Medium is an open platform where 170 million readers come to find insightful and dynamic thinking. Here, expert and undiscovered voices alike dive into the heart of any topic and bring new ideas to the surface. Learn more

Follow the writers, publications, and topics that matter to you, and you’ll see them on your homepage and in your inbox. Explore

If you have a story to tell, knowledge to share, or a perspective to offer — welcome home. It’s easy and free to post your thinking on any topic. Write on Medium

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store