How frequently people share content they find on your website, blog or other electronic outreach may ultimately be the most important measure of well you’re building and maintaining your issue or action coalition.
If the people you reach out to are forwarding, Digging, Delicious-ing the content you are generating, then they’re voting with their actions that what you have to say is important because it:
- Contributes to or furthers a conversation they think matters;
- Advances their self or civic interest; and/or
- Confirms their values, beliefs or ideas.
The key, then, is to make sure that the content you’re generating is “share worthy” by concentrating on its:
- Trustworthiness – Do you take every step possible to make sure that content is accurate, complete, low on spin and authentic to the style and culture of your organization?
- Relevance – Do you know in great detail who your coalition partners are, what interests and motivates them, and do you provide them with what they need and want?
- Immediacy – Is the meaning and value of your content instantly recognizable as valuable without requiring a complicated explanation.
- Usefulness – More than ever before, content is king, especially well-written, timely and relevant news, how-tos and other material that adds value to everyday life, or at least makes it easier and more productive.
Bottom line, any time you’re posting information, ask yourself: “Will my partners and audiences use this material and, if so, how will their task/day/life go better?” If you and your content have an answer, then odds are what you have to say is “share worthy” and thus an Internet success.