Sorting it Out: Social Sharing, Referrals and the Invitation

Every year, the practice of channeling information through online portals proliferates. Whether through social sharing, e-mail referrals or invitations, social media and Internet based sharing is a huge part of the branding and marketing process. In 2012, Twitter grew by 55% and Facebook by 18%. Combined with smaller networks like Pinterest, Reddit and Google, these connective platforms make up the online world’s channels of distribution. But what is the difference between social sharing, referrals and the invitation? How do their functions differently impact brands and consumers?

Social Sharing

Social sharing is spreading information on social media platforms. It is the act of taking something that you find interesting, topical or valuable, and posting it where your social network can see it. It is also the process of reading, watching or discovering things via your online friend network or brands and people that you “follow.” There are studies on why people choose to share what they do; whether it’s based on a subconscious desire to create a virtual image or simply an interest in being connected to the biggest products or news stories of the year. Whatever it may be, the art of social sharing is invaluable to businesses. First and foremost, it’s free distribution, en-masse. Plus, the “share” makes it possible to track which products and trends are the most “talked about.” By following what is most in the spotlight on the social media stage, it enables brands and companies to manipulate their campaigns to attract the masses, as well as gain valuable feedback as to which campaigns or products are the most successful and well-liked. As a result, social media sharing has become a tool and a gauge to consumers and producers to better know where and how to spend their money.

Referrals

In a similar vein, there are "referrals.” These are similar to social sharing, but are more directed. Referrals target individuals or businesses that need or want a particular product the most. In an efficient way, referrals allow people to locate the information that they specifically need or uncover a person that is best suited to a task or project. On the other hand, referrals can do the same thing for products or brands; they bring to a specific consumer’s attention the things that they would be most interested in. For example, you may be looking for software that will eliminate a costly or time-consuming operation that your company is required to regularly perform. A member of your network hears of a product that does exactly what they know you are looking for: the referral follows and the product is directed to the right buyer.

The Invitation

A third style of social marketing is the “invitation.” The invitation is different from the aforementioned styles of information distribution in that it can create a warm and welcoming effect in the often-cold world of supply and demand. An invitation to a brand may move outwards, from the inside of the company to potential clients; it may move laterally, from business to business or person to person. As individuals research client needs and develop their products to move in that direction, the invitation is a final step in presenting those targeted products to clients.

CloudSponge allows for this invitation system to be built into your brand, and ultimately, your growth strategy. In expediting and simplifying the “sharing” process by building the opportunity for clients to share your business with their email contacts, CloudSponge makes it simple for you to be shared amongst multitudes of networks (in whispered tones: it makes it simple for your satisfied clients to work for you as accidental marketers).

Ultimately, the link between social sharing and marketing comes down to understanding the bottom line of business: the customer is always right. If people are sharing your product, referring your business or inviting people to engage with your brand, the most important part of your production line is functioning. Put simply: you are doing a good job, your clients are satisfied and your potential client base is growing exponentially.