Why We Share

Share with me @angel #sharing 1

Why We Share:Motivations At The Heart of #Sharing

Share with me @angel #sharing 2Illustration byBrian Solis and Jesse Thomas available under a Creative Commons Attribution-Noncommercial license.

New ways to share our lives and thoughts with each other are being added to this rainbow all the time. But what makes us WANT to share?

To varying degrees, we are all engaged in a dance of social media – a performance which entails being selective about what you show.

Unlike these dancers, most of us lack the grace and coordination to do this well.

I mean this kind of sharing…

Share Icon

Designers are increasingly asked to design for social engagement and judged by likes and forwards. We must understand what drives it.

“No, mine!”

Jude Rolleg2 years old

Kids start out as selfish creatures but we develop egalitarian sharing by the time we’re 7. It’s coded into our culture and our DNA.

Sharing is a reciprocal dance. The warm-fuzzy feeling sharing gives us is tied to our relationship types.

Sharing evolved with our relationships

Dominance Communality

Reciprocity

Gimme that banana

or else!Let’s share

these berries…

Spouse

Friend

You scratch my back,

I’ll scratch yours.

Sharing is a survival skill.

Everyone’s jumping. It must be safe!

Followers? Influence? Badges?

Cash & Prizes?

Win $7,500!Win $7,500!

Brand “Likers” say they become fans to just to receive discounts & promotions.

Marketers are smart for tapping into our desire to share because we do naturally.

Beyond reward systems, sharing satisfies three basic human goals.

1. Bragging

AfterBefore

We focus on the best version of the truth, editing out the bad parts and Instagramming the rest until we look hapy and well-adjusted.

It’s not 100% narcissism. Brags can have altruistic content like sharing potentially interesting or useful information.

You’rehuman.

Bragging seeks validation. The like button Is popular because it gives responders a 1-click way to respond appropriately.

1 To spread valuable/entertaining content

To define ourselves to others

To nourish relationships

Self-fulfillment

To get the word out about causes or brands

This is ALL bragging, really.

2. Complaints

Complaining can be constructive. Just ask Joshua Kaufman, who blogged complaints after Oakland police ignored the fact that he could provide them with photos of the thief and the exact location of his stolen laptop.

Success! Recovered property 5k new Twitter followers WINNING

Ditto / +1 / RTComplaining seeks agreement. So we’ve created short-hand ways to quickly agree with complaints that resonate for us.

3. Reaching Out

Almost instantly, I received a flood of comfort and reassurance. (She’s fine now, by the way.)

Facebook &Twitter encourage emotive, impulsive sound-bites. Blogs allow us to craft an ongoing narrative: a whole, imperfect human being.

I feel utterly alone.

Maybe we need something like this? We never want to feel alone in the world. So we share in the hopes that someone will respond.

So What?

All this matters because people’s contexts have changed.

Behavior has changed.

Knowing what motivates people to share means that we can design more optimal sharing mechanisms.

Top 6 Social Design Characteristics:1. Landscape2. Frameworks3. Social Objects4. Personal Boundaries5. Privacy6. Friction

Give people tools to brag, complain, and reach out while considering these.

1. Landscape

The landscape is crowded. How will your system fit in?

Conversation

Family/Friends

Professional Trust

Intimacy

Social Layer Cake

The plethora of sharing capabilities has given rise to tools that let people daisy chain their social networks together.

Cross Post to Facebook, Twitter, Foursquare, and Tumblr.

Google+ neglected to let people cross post to Facebook and that has negatively affected their adoption rate.

2. Frameworks

The frameworks you design will shape the

way people share.

Dominance

Relationship Frameworks

Will your new system foster competition for dominance?

Dominance Communality

Show people their common interests?

Dominance Reciprocity

Or help people make exchanges of goods and services?

Reciprocal

Asymmetric

qConversation Frameworks

Conversations that lead to friendship.Conversations that lead to money?

Friendships that lead to conversations.

Conversation Frameworks

Friend Purgatory?

People who fall outside our relationship frameworks end up in limbo neither confirmed nor deleted.

What are the social objects you expect people to share?

3. Social Objects

Location became a social object when Foursquare started asking, “Where are you?”

business

photolocation

location

caption

= social object

= meta data

‘s Social Objects: •Photos •People •Location •Music •Thoughts•Awake/Sleeping

Asking for a new social object (awake/sleeping) invites new behavior such as recording dreams.

DataIdeas

Skills

We started using the internet to share data and ideas.

Now we’re witnessing a paradigm shift toward sharing in the offline world because of the online technology that enables a wider circle of trust.

Now we barter our special skills and share everything from, bicycles, co-working spaces, nannies, extra room in our houses, and time driving our cars.

4. Personal Boundaries

The tyranny of group think?

Your share history is a digital tattoo that you can never erase.

The less savvy sharers have the opposite problem. One of the consequences of careless sharing is that every ugly word or unflattering photo is out there forever.

Friends Don’t Let Friends Facebook

Drunk.It’s helpful for us to consider ways to help people maintain appropriate boundaries.

Wouldn’t it be great if we created social tools that helped people be better at social relationships? Tools that help them avoid awkward social situations and faux pas.

Like this one.

Or systems like these where sharing is done among smaller, more intimate groups so people let their guard down without fear of embarrassment.

5. Privacy

Our willingness to share personal info in public space is tempered by a need to keep some things available for certain eyes only.

YOU and 5 other friends like Skinny Jeans

Like Skinny Jeans? Color Jeggings are the same fit. Look great for Spring!

Trading Privacy for Value

Facebook Privacy Policy is longer than the US Constitution

Our Mental Models = Reality

Make sure that people get:

1. Value in the exchange2. Straightforward options3. The right to choose4. Consent without

deception

6. Friction

Without friction, sharing loses its

meaning.

Stream of frictionless shares.

Open Graph means frictionless shares are on the rise.

Make it easy but make it meaningful.

@angel

Thank You.Share with me

Why We Share

Design

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