I recently read an article on Fortune magazine titled, Oversharing: The Business of Share Buttons. The article captured something I’d been thinking about for quite a while: with so many means to share content, is content sharing becoming diluted?
There are two major players in the “share button” space – AddThis and ShareThis. AddThis offers 271 sharing services to its publishers and ShareThis offers 50 sharing services. 271 services? What the heck are all those share buttons at the bottom of blog posts? I recognize maybe a dozen. What is Kaboodle anyway?
The Fortune author calls these sharing services the long tail of sharing. Not the most popular means of sharing but certainly being used by some folks. As you might expect, Facebook and Twitter make up the bulk of the sharing venues. Even so, the sharing service business continues to grow.
Recently, Google has jumped into the mix with Google Buzz. Michael Calore at Webmonkey says, “Buzz is more than a little bit like Twitter — and a whole lot like Facebook and FriendFeed. Anything you post is automatically sent out to the people on your Google Contacts list you interact with the most. All updates are real-time, and anything you share is open for comments. You can also post privately to a select group of friends.”
As a marketer, I’m concerned about “link overload” causing my prospects and customers to tune out. Yes, I want my content to be seen by as many relevant eyes as possible. But the keyword is “relevant.” Not everyone in the world will need to see or even want to see the content I create. I need to make sure the information I share is targeted to the right audience, by sharing content where they’re most likely to see it. Is that with the Mister Wong button? I doubt it.