Title: Shareology: How Sharing is Powering the Human Economy
Author: Bryan Kramer
Publication Year: 2015
Categories: Social Media Marketing

Summary

Bryan Kramer’s “Shareology: How Sharing is Powering the Human Economy” is a profound exploration into the evolving landscape of social media and how sharing information online is revolutionizing the way we communicate, market, and interact. Kramer emphasizes the significance of human-to-human (H2H) communication in an increasingly digital world, laying out strategies and insights that are both practical and transformative. Below is a structured summary of the major points, key examples, and actionable advice from the book.

Key Point: Sharing is fundamental to human connection and the digital economy.

Example: Kramer explains that from prehistoric times, humans have thrived by sharing knowledge, tools, and resources. In the modern context, social media amplifies this innate behavior by enabling us to share information instantaneously and globally.

Actionable Advice:
To leverage the power of sharing, consistently create and share content that is valuable, relevant, and engaging to your target audience. This can include blogs, videos, infographics, and more.

Key Point: Marketing should focus on human-to-human interactions instead of business-to-business (B2B) or business-to-consumer (B2C) models.

Example: Kramer cites companies like Zappos, which thrive by maintaining a strong focus on customer experiences. By treating customers as humans rather than mere transactions, they foster loyalty and advocacy.

Actionable Advice:
Personalize your communications. Use customer data to tailor messages to individual preferences and past behaviors. Respond to comments, messages, and emails promptly and thoughtfully.

Key Point: Successful sharing is built on five foundational elements: Passion, Purpose, Pride, Platform, and Proficiency.

Example: Kramer highlights how Red Bull’s marketing embodies passion and purpose through extreme sports and adventure content, creating a strong brand identity and community.

Actionable Advice:
Evaluate your brand or personal presence against these five elements. Ensure that your content is fueled by genuine passion and purpose, shared on the right platforms, executed with pride, and continually refined as you build proficiency.

Key Point: There is a psychological and neurological basis for why people share content.

Example: Kramer refers to studies showing that sharing activates the brain’s reward systems, releasing dopamine and making it a pleasurable activity.

Actionable Advice:
Tap into emotions when creating content. Emotional content is more likely to be shared. Consider how your posts can make people feel happy, inspired, or connected.

Key Point: Influencers and brand advocates play a crucial role in amplifying messages.

Example: Kramer describes how GoPro uses user-generated content from influencers and advocates to build a massive, engaged community around their product.

Actionable Advice:
Identify and engage influencers in your niche. Encourage satisfied customers to share their stories and experiences. Use hashtags and social proofs to motivate more people to share.

Key Point: Both content creation and content curation are essential for maintaining a vibrant online presence.

Example: Kramer discusses how Buffer, a social media management company, mixes original content with curated content to keep their audience engaged and informed.

Actionable Advice:
Plan a content calendar that includes both created and curated content. Use tools like Feedly or Pocket to discover high-quality, relevant content to share.

Key Point: Building trust and demonstrating authenticity are pivotal for successful sharing.

Example: Kramer highlights brands like TOMS Shoes, known for their transparent business practices and genuine social missions, which earn customer trust and loyalty.

Actionable Advice:
Be transparent about your values, mission, and practices. Share behind-the-scenes content, answer questions honestly, and admit mistakes openly.

Key Point: Leveraging the right technology and tools can enhance sharing efficiency and outreach.

Example: Kramer provides the example of using automation tools to post content at optimal times, ensuring greater visibility and engagement.

Actionable Advice:
Invest in social media management tools like Hootsuite or Buffer to schedule posts, track performance, and manage multiple accounts efficiently.

Key Point: It is essential to measure the impact of your sharing efforts to understand what works and what doesn’t.

Example: Kramer discusses using metrics such as reach, engagement, conversion rates, and sentiment analysis to gauge success.

Actionable Advice:
Regularly review your analytics to monitor the performance of your shares. Adjust your strategy based on data, focusing more on what resonates with your audience.

Key Point: The landscape of sharing is continually evolving, with emerging technologies and trends shaping how we share information.

Example: Kramer predicts the rise of visual content and real-time sharing platforms like Snapchat (now Snap Inc.) as pivotal for future engagement.

Actionable Advice:
Stay updated with trends and innovations in social media. Embrace new formats and platforms early to establish a strong presence as they grow.

“Shareology: How Sharing is Powering the Human Economy” is a thought-provoking book that expertly blends theoretical insights with practical advice on leveraging the power of sharing in the digital age. By understanding the psychological underpinnings, embracing human-to-human communication, and utilizing the right tools and technologies, individuals and businesses can thrive in the modern economy.

Whether you’re a marketer, entrepreneur, or simply looking to enhance your online presence, Kramer’s principles and actionable strategies provide a roadmap for success. As sharing continues to evolve, those who adapt and remain authentic in their approach will build stronger connections and achieve greater influence.