To Like or not to Like
That is the question.
I just read this article about the value of social media sharing buttons (via Information Architects), and it brought up a terrific question: are these little extensions of social networks worth it? Social sharing buttons are a constant reminder that social media is ubiquitous on the web – but rarely have I seen statistics suggesting that visitors are using them in a major way. Some sites integrate social sharing subtly, but sometimes adding buttons like Facebook’s “Like” button can make it painfully obvious that users just aren’t clicking with a site.
The article is specifically taking aim at social sharing buttons – e.g., “like” this on Facebook, “tweet” this on Twitter, etc. – as opposed to buttons that simply connect the user to the brand – like a “Follow” button. Sharing buttons are often at the end of blog posts, news articles, or website pages, but sometimes it will look like the page is 90% “Share This” and only 10% actual content. The article isn’t a critique on web design, though, it contends that if a visitor is so inspired by your content that they wish to share it, they will!
I definitely think there’s a point here. I’ve actually never clicked a “Share” button, but I share links all the time – you could consider me the poster boy for Reichenstein’s point in that Information Architects article. I use link shorteners such as bit.ly and goo.gl to make a link “tweetable,” or I’ll copy and paste into my social network of choice – mainly Facebook or Google+. I’ll typically add my own comments, too; touching on the reason I’m sharing that particular link. I’ve always felt that this is more personal, and for that reason, actually encourages my networks to pay attention to what I’ve posted – and often start talking about it or sharing it, too.
Reichenstein’s article also hit on a common point/complaint with these “Share” buttons – that they provide the social networks with free exposure, often at your expense. Whether you care about Facebook’s omnipresence or not, I thought this was a great reminder for website admins to stop, step back, and consider your social media strategy. Do you integrate sharing in a meaningful, effective way? Or do you have buttons shoehorned into your website design?