AOL recently published a report entitled "Content is the Fuel of the Social Web" that provides some interesting figures on what is shared. It should be no surprise that content is shared, but the one fact that did surprise me was that of the links shared in social posts only 4% were to a brand or corporate website. Published and embedded content garner the vast majority of links.
So, what does this mean. Some thoughts....
- Web sites are not destinations; they are hosting or jumping off platforms.
- Corporate content, written by committee, probably isn't perceived as interesting or trustworthy.
- The purpose of advertising, particularly online, needs to be rethought.
- Link strategy just got a whole lot more interesting, as did analysis.