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　　标题：WhyDoPeopleShareWhatTheyDo？Here’sWhatNeuroscience，Psychology，andRelationshipsTellUsAboutHighlyShareableContent
　　source：fastsocialfollower丨byAnnSilvers
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　　Whatmakesyoustopscrollingthroughanarticle，openupasocialmediaappandhitthesharebutton？
　　Isitlogic，emotion，orsomethingelse？
　　Turnsout，there’smoretosocialsharingthanjustmeasuringmetrics：Psychology。
　　Thestrangenatureofourbrainsisthereasonwehotlydebatethecolorofadressorwhywefreelyandemotionallyshareapostbyagrievingwidowafterthedeathofherhusbandorwhywefeelanurgentneedtopassonthatvideooftheicecreameatingdogtoouranimallovingfatherinlaw。（Guilty！）
　　It’snotlogicthatguidesthoseshares；it’semotion。Howelsecanyouexplain8。2millionhitstoaYouTubemusicvideothatamajorityofpeopleclaimtohavenotliked？
　　Ifyouwantyourcontenttobesharedandsharedregularly，understandingthewhyandhowbehindsocialsharescangoalongwayinshowingyouhowtocrafttheperfectpostforyouraudience。Inordertodoso，youmightwantto：
　　Understandwhypeoplesharecontent
　　Knowwhatkindofcontentthey’remorelikelytoshare
　　Setaboutthetaskofcreatingcontentthatsatisfiesthoseemotions
　　We’veputtogetherafewhandytipsonhowtounderstandwhatyouraudiencewantsandstarttheprocessofdeliveringittothem。
　　5ReasonsWhyPeopleSharetoSocialMedia
　　1。Neuroscience：Wesharetoentertain，inspire，andbeuseful
　　Eventhoughsocialmediadoeshaveatendencyofhavingpeoplefocusonthemselves，theprimaryreasonthatpeoplesharethingsontheirFacebookpagesorTwitterfeeds，researchshows，istobeusefultoothers。
　　Ina2013studyconductedbypsychologistsatUCLA，theresearcherswere，forthefirsttime，abletodeterminewhichbrainregionsareassociatedwithideasthatbecomecontagiousandwhichregionsareassociatedwithbeinganeffectivecommunicatorofideas。
　　TheTPJorthetemporoparietaljunctionisthisareaofthebrainthatlitupduringfunctionalmagneticresonanceimagine（fMRI）brainscanswhenpeoplewerefirstexposedtonewideasthattheywouldlaterrecommend。
　　MatthewLieberman，aUCLAprofessorofpsychologyandofpsychiatryandbiobehavioralsciencesandauthorofthebookSocial：WhyOurBrainsareWiredtoConnect，noted：
　　Ourstudysuggeststhatpeopleareregularlyattunedtohowthethingsthey’reseeingwillbeusefulandinteresting，notjusttothemselves，butalsotootherpeople。Wealwaysseemtobeonthelookoutforwhoelsewillfindthishelpful，amusingorinteresting，andourbraindataareshowingevidenceofthat。Atthefirstencounterwithinformation，peoplearealreadyusingthebrainnetworkinvolvedinthinkingabouthowthiscanbeinterestingtootherpeople。We’rewiredtowanttoshareinformationwithotherpeople。Ithinkthatisaprofoundstatementaboutthesocialnatureofourminds。
　　2。Psychology：Wesharetoexpresswhowereallyare
　　In1986，psychologistsHazelMarkusandPaulaNuriusrecognizedthatthereisadisparitybetweenournowselfandourpossibleself。
　　Inapapertheypublishedatthetime，theydevelopedtheconceptofourpossibleselves：
　　theidealselvesthatwewouldliketobecome
　　theselvesthatwecouldbecome，and
　　theselvesthatweareafraidofbecoming
　　Thisfirstself，theidealizedversionofourselvesiswhatwefrequentlytendtoshareonsocialmedia。
　　Whetherornotthisrepresentationofourpossibleselfisrealisticornotisirrelevant，researchersnote。Thepointisthatwe’repicturinginourmindsthispossibleselfthatweareormaysomedaybeandsharinginformationthatfitsinwiththisnotionofwhoweare。
　　Whenweshareinthismode，sometimeswhatwe’resharingisasenseofouridealselfandwhoweaspiretobe。Thisiswhysomepeoplesharepoliticalcommentary，outrageoverparticularissues，andsuccessstoriesofpeoplewhotheyhopetheycanbelikesomeday。
　　Astheauthorsthemselvessoeloquentlynote：
　　Possibleselvescontributetothefluidityormalleabilityoftheselfbecausetheyaredifferentiallyactivatedbythesocialsituationanddeterminethenatureoftheworkingselfconcept。Atthesametime，theindividual’shopesandfears，goalsandthreats，andthecognitivestructuresthatcarrythearedefiningfeaturesoftheselfconcept：thesefeaturesprovidesomeofthemostcompellingevidenceofcontinuityofidentityacrosstime。
　　3。Community：Tonurtureourrelationships
　　WheneverIseeafunnycomicaboutprocrastination，Ishareitwithmyclosestfriend，aproudprocrastinator。WheneverIseeafunnydogvideo，Isenditstraighttomyfatherinlaw，theanimallover。
　　EverytimeIseeanyofthesethings，Ifeelanimmediateconnectiontothosepeople。IthinkofthemandfeeltheurgetosharewhatI’vefoundwiththem。
　　I’mnotalone。
　　InastudyundertakenbyTheNewYorkTimesCustomerInsightGroupinconjunctionwithLatitudeResearchtitledThePsychologyofSharing：WhyDoPeopleShareOnline？78ofrespondentssaidthattheysharedinformationonlinebecauseitletthemstayconnectedtopeopletheymaynototherwisestayintouchwith。
　　Further，73ofthemsaidtheysharedinformationbecauseitallowedthemtoconnectwithotherswhosharedtheirinterests。
　　4。Motivation：Tofeelmoreinvolved
　　Inmydaysofdailyjournalism，aneditoratalocalnewspaperoncetoldmehisfixforaslownewsday。
　　Dogsandbabies。
　　They’recute，hewouldsay。Theypullatyourheartstrings。Noonecanresistacuddlydogoracutebaby。Preferablybothtogether。
　　Themediummayhavechangedbutthemessagehasn’t。Peoplestilllovecuddlydogs，cutebabies，preferablybothtogether。
　　Infact，asfarbackasfiftyyearsago，studieswerebeingundertakentoseewhypeopletalkedaboutbrandsandcomingtothesameconclusionsthatwearetoday。In1966，inastudyreportedonbytheHarvardBusinessReview，theresearcherEarnestDichterfoundthat64ofsharingisaboutthesharerthemselves。
　　Henotedthattherewerefourmotivationsforapersontocommunicateaboutabrand。
　　Thefirst（about33ofthetime）wasbecauseofproductinvolvement，thatistheexperiencewassogood，unique，ornewthatithadtobeshared。
　　Thesecond（about24）wasselfinvolvement，thatis，togainattentionbyshowingpeoplethatyouwerepartofanexclusiveclubofbuyersorhadinsideinformation。
　　Thethird（around20）wasotherinvolvement，thatiswantingtohelpoutandexpresscaringorfriendship。
　　Andfinally，thefourth（alsoaround20）wasmessageinvolvement，thatis，themessagewassowonderfulorfunnyorbrilliantthatitdeservedtobeshared。
　　5。Altruism：Togetthewordoutaboutspecificcauses
　　IntheNewYorkTimesCustomerInsightGroupreport，84ofrespondentssaidtheysharebecauseitisawaytosupportcausesorissuestheycareabout。
　　Infact，thereportfurthergoestoshowthat85ofpeoplesayreadingotherpeople’sresponseshelpsthemunderstandandprocessinformationandevents。Sonotonlydoweshareinformationaboutthecausesthataredeartous，butwerespondtocausesthataredeartootherpeopleiftheytakethetimetosharethatinformationwithusthroughsocialmedia。
　　RemembertheALSIceBucketchallenge？
　　WhatPeopleShareandHowtoMakeYourContentGoViral
　　InaresearchstudytitledWhyContentGoesViral，assistantprofessorofmarketingattheWhartonSchoolofBusinessJonahBerger（whoyoumayalsoknowastheauthorofthebookContagious）andcoauthorKatyMilkmanlookedat7，000articlespublishedatTheNewYorkTimestoseewhichonesgotthemostviewsandsocialsharesandwhy。Thegoalofthestudywastodocumentwhatmakescontentgoviralandhowtoreplicatethosefindingstocreateviralcontent。
　　ThisinfographicfromCoScheduledoesagreatjobcapturingsomeofthefindingsofthestudy：
　　Theresearchersfromthestudycameupwiththreekeyideasbasedontheirfindings：
　　1。Positivecontenttrumpsnegativity
　　YoumaynotknowitfromyourFacebookfeed，butBergerandMilkmanfoundthatpositivecontentandstorieswerefarmorelikelytobesharedandtogoviralthannegativenewsstories。
　　Areyousurprisedbythisfinding？Mostpeopleare。Butthereasonbadnewssticksinourmindsmorethangoodnewsisbecauseofourbrain’snegativitybias。Humanbrainsarewiredtoreactwithgreatersensitivitytobadnewsandfeedbackthananythingpositive，andsoyoumayseeandhearahundredpiecesofpositivenewsthroughoutyourdaybutrememberthatonenewsstoryaboutasickchild。Italsoexplainswhyyourememberaninsultorattackdecadesafterallthecomplimentsandaccoladeshavebeenforgotten。
　　Yet，researchshowsthatifyouwantyourcontenttogoviralandreachmorepeople，ithasmoreofalikelihoodofdoingsoifitcomesinapositivepackage。
　　Howtocreatepositivecontent
　　Tryframingeventsinapositivecontext。Researchshowsthatsuperlativescanbesupereffectiveinheadlines。Forexample：
　　Best
　　Biggest
　　Greatest
　　AsCourtneyexplainsinthispost，Buffer’sfocusonpositivityandhappinessmeansthatweturnthistechniqueinsideoutwithpostssuchas10ThingsToStopDoingTodaytoBeHappier，BackedbyScience。
　　2。Contentthatevokeshigharousalemotionsdoesbetter
　　Thisisprobablynotquiteassurprisingly，butBergerandMilkmanfoundthatthemoreapieceofcontentcouldevokeahigharousalemotionsuchasawe，anger，anxiety，fear，sadness，humor，orwonder，thebetteritschancesofbeingsharedrepeatedlyandgoingviral。
　　That’swhycounterintuitivetakesonissuesdosowellandwhyarticlesthatmakeyouangryareoftentheonesthatyouforwardtofriends。
　　Infact，thisisbackedupbyourownresearchhereatBuffer。Inarecentexperiment，wefoundthatoneofthekeythingsthatmakesimagesgoviralisanelementofsurprise。
　　IntheNYTstudy，thearticlesthatscoredhighlyondifferentdimensionswere：
　　Emotionality：
　　RedefiningDepressionasMereSadness
　　WhenAllElseFails，BlamingthePatientOftenComesNext
　　Positivity：
　　WideEyedNewArrivalsFallinginLovewiththeCity
　　TonyAwardforPhilanthropy
　　（Lowscoring）
　　WebRumorsTiedtoKoreanActress’sSuicide
　　Germany：BabyPolarBear’sFeederDies
　　Awe：
　　RareTreatmentIsReportedtoCureAIDSPatient
　　ThePromiseandPowerofRNA
　　Anger：
　　WhatRedInk？WallStreetPaidHeftyBonuses
　　LoanTitansPaidMcCainAdviserNearly2Million
　　Anxiety
　　ForStocks，WorstSingleDayDropinTwoDecades
　　HomePricesSeemFarFromBottom
　　Sadness
　　Maimedon911，TryingtoBeWholeAgain
　　ObamaPaysTributetoHisGrandmotherAfterSheDies
　　Howtocreateemotionalcontent
　　Oneofthedrivingforcesforemotionalcontentissomeone’sfirsttouchwithyourcontent：theheadline。
　　Therearesomeamazinglyusefultoolsouttheretohelpensureyourheadlinepackstherightemotionalpunch。
　　CoScheduleHeadlineAnalyzerThisfantastictoolwillquicklytellyouhowtoimproveyourheadlinesbyscoringyouonyourwordchoices。Ittakesalookatthewordsinyourheadlineandsortsthemintofourcategories：common，uncommon，emotional，andpower。Themoreemotionalandpowerwords，thebetteryourheadline。
　　AdvancedMarketingInstituteHeadlineAnalyzerThisfreetoolanalyzesyourheadlinestodeterminetheEmotionalMarketingValue（EMV）scoreofyourheadline。ThetoolanalyzesthetotalnumberofEMVwordsinrelationtothetotalnumberofwordsintheheadlineandcomesupwithascore。
　　3。Practicalandusefulinformationwinsouteverytime
　　Finally，nosurprisetoanyonewhohasreadandsharedourowncontenthereatBuffer（thankyou，bytheway！），contentthathelpsyousolveaproblem，givesyouactionabletips，andshowsyoupracticalstrategiesforlivingyourlifeisdestinedforsuccessaslongasitcanmeettheneedsofalargenumberofpeopleanddoitinauniqueandinterestingway。
　　Howtocreatepractical，usefulcontent
　　InherarticleTransformingContentFromLifelesstoActionable，bloggerAmandaGalluccioffersthefollowingtipsonhowtodothiseffectively。Shewrites：
　　Involveyouraudience：Thismightinvolvecomments，surveys，orquestions，butmostimportantly，referencingyouraudienceinthecontentitself。Galluccisuggestscreatinginteractivemodulesthatreaderscanusewithinthecontentitself。
　　Linkyourresearchtoapplications：Researchandnumbersaregreat，butshowinghowuserscanapplythatresearchtotheirlivesorsolvingtheirproblemscanbeagreatwayofprovidingvalue。
　　Lookbeyondyourindustry：Whenitcomestoinspiration，don’tletyourindustryexpertsbetheonlythingthatguidesyoutowardscreatingusefulcontentthatisamatchforyouraudience。Ifyourbusinessfocusesonfinancesandnumbers，consideringlearningfromcreativebusinesses，andviceversa。
　　Statetheintendedoutcomeearlyon：Wheneveryou’recreatingapieceofcontent，it’salwaysagoodideatostate，rightupfront，whatthevisitororreaderwillgetifheorshereachestheendofthearticle。Makeapromisetoyourreadertoteachoreducatethem，andthenkeepit。
　　Thinkahead：Oneofthebestthingsyoucandoforyourcontentistohaveaneditorialcalendarthatguidesyourdaytodaycontentdecisionsandgivesyoutheflexibilityandroomtocommentonindustryspecificeventsandanniversariesandgivereadersananalysisofanybignewsthatcomesupinyourspace。
　　Sothereyouhaveit。Bepositive，touchonsomeemotions，andbeuseful。Thethreekeystocreatingcontentthatgetssharedagainandagain。Andagain。