THE POWER OF SHARING ON SOCIAL MEDIA: HOW A SIMPLE SHARE CAN HAVE A SUPER IMPACT

By Connor Joyce, DLE Marketing Intern, Finance and Marketing Major at the Whitman School of Management, Syracuse University, Syracuse, NY

While sorting through analytics in my role as the DLE’s social media intern, I noticed an interesting trend. Posts that received at least one to three shares did significantly better than those with no shares.

Equally interesting is that posts with more comments and likes fared well, but not as strong as those that were shared. Shares made the most impact when it came to impressions and reach.

If you aren’t familiar with those terms, here’s a quick tutorial. An impression can be defined as someone scrolling through social media and seeing our post (one impression is equivalent to one person seeing our DLE post on their feed). Reach is defined as the total overall number of users who see a particular post.

On average, most DLE posts receive around 30-40 impressions. When shares happen, things heat up. For example, the DLE “Go Beyond Virtual” post that appeared on Facebook received three shares. These three shares boosted our story about the event to reach over 400 people’s feeds on Facebook, which is 13x what we normally would have reached.

By resharing our posts with your friends and family on social media, you make an invaluable contribution to our community. Every time you like, comment and especially re-share our posts, you help to build awareness and interest in the distinct offerings and extraordinary members of our organization.

With each share, the odds of someone who could benefit from the DLE increases by at least two to three times. Moreover, each share also increases the likelihood that someone will come across a story featuring a DLE member, which can lead to new networking opportunities. And as we know from research with DLE members, connections matter now more than ever.