Why people share

After reading and viewing content, sharing it socially is arguably the most widespread activity on the web.

We now take that for granted, but why do people do it?

Some time before Tribal DDB employed any social media strategists, I proposed a systematic analysis of why people share what kind of elements people, and to what range of audiences. It led to a concerted effort to articulate a coherent sharing strategy for the VW site.

Sadly my suggestion that the shareability of any component should embedded in it as metadata was not followed up.