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20 shares. That’s all I had to show for a new blog post I’d worked three weeks on. I stared at the screen in frustration. 8 hours later, a decent amount of promotion, and just 20 shares. I’d assembled key automation strategies I’d learned over a 9-month span and laid out the information, with many accompanying screenshots, in a blog post that went live on my site that morning. What happened? The Day I Learned the Truth About Social Shares As I twiddled my thumbs, I decided to randomly email the blog to my list. I’d already shared it in all the social groups I’m in, and our online profiles (my promotions done at 10 am that morning). So, at 2 PM on a Tuesday afternoon, I sat down and scheduled a very simple campaign in ConvertKit. It took me <10 minutes. The email content was dead simple, just a few lines about why I liked this blog post I wrote (straight from the heart, because I put my heart into writing it): 2 PM rolled around. Sent. I hit refresh in ConvertKit’s broadcast section. 25 people read the email in the first 5 minutes of sending. 5 people clicked through. Refresh. 55 people. Refresh. 60. I checked back in an hour. 200 reads. Over the next twelve hours, 557 people on my list opened that email. In total, 12.5% of my 4,444 email subscribers read it. 60 clicks. 12 unsubscribers. On average, I’ve been getting a 10-11% open rate on the same list, and a 1% click rate, so those stats were good for my list. (This list is five years old and needs some serious cleaning). P.S.: It since climbed up to 13% open rate as of September 16. That evening, an email and a comment on the piece landed in my inbox from a marketer I revere—the CEO of Scoop.it, Guillaume Decugis. The comment he left was very well thought-out and added a lot to my blog. That same hour, I received another reply asking about our writing services. The next morning, a chat message came in thanking me for the article and asking me to explain a step I’d detailed near the end. Another comment came in the article discussing how the tool I’d mentioned, Commun.it, looked like it should be avoided. Buffer even came in and left a comment on the blog post, thanking me for mentioning them. On LinkedIn, I had several more messages from readers and group comments. The comments I was reading told me these people had read my article—to the very last word. I was ecstatic. This piece I painstakingly put together had actually helped several people. I looked at my social shares again after the whirlwind of messages from readers. 25. Really, though? And then it hit me… Why am I looking at the number of social shares? Why am I sitting here, counting numbers? Isn’t it nothing more than…a figure? What does it represent? What does it mean? Relationships and conversations is what I really want to happen around my content. And wait, didn’t some of that already start around this very content piece already? Why Shares Don’t Matter a Fragment as Much As Real Conversation Does Another content piece on my site has had over 1,000 shares since it was posted live last December. But not one comment. Or a real inquiry dropped in my email. Or a chat message left from a reader on what they learned from it (or what they didn’t learn–I welcome both). Not anything like what I’d received in less than a day on yesterday’s piece. 24 measly shares on my about carefully written and planned blog on automation in content marketing, and yet there was real conversation and even some ROI happening from it. So, which content piece returned in more value for me? The one with 24 shares, or the one with 1k? You can guess my answer. What if we have it all wrong—it doesn’t matter how many social shares you have at all, what really matters is are you reaching real people, are they reading the whole thing, and are they gaining something from it? Shocking Fact: What If A Lot of People Sharing Aren’t Actually Reading What They Share? I write content for several highly sought-after guest blogs. On one site, each piece gets on average 800-1,000 shares. The minute the new pieces go live, I get incoming Twitter notifications like nobody’s business: “@JuliaEMcCoy wrote a new piece on XYZ at Acme.” Times that by 200-300 people in the first hour it was published. I’ve asked myself, have any of those people read my piece? It’s especially suspicious when the tweet goes out literally moments after my piece went live. Wait, you can’t read THAT fast, can you? A 1,500-word piece read in 30-60 seconds? Hey, I’ll admit it. I’ve shared content I haven’t read in full—but, I can tell you truthfully, I’ve never shared a content piece I haven’t read at least a part of. And I mean more than just the headline. I’ll even share a content piece if a major statistic stands out from it in the body. But, what if the majority of the shares going out are from people that haven’t even consumed a part of your article? This scary theory has already been put to the test…and here’s what was found. In 2014, NPR ran an experiment. They wrote and published an article entitled “Why Doesn’t Anybody Read Anymore?” to Facebook. The results were overwhelming, in the comments and shares. People pointed fingers, debated the topic, accused the rise of cell phones and the use of ebook devices as the reasons why reading was on the downtrend. Society had fallen. Everybody confirmed and summarized the worst about the new generation. The content of the article, if people had actually clicked through and read before commenting or sharing, was: Congratulations, genuine readers, and happy April Fools’ Day! We sometimes get the sense that some people … Read more