From Buffer Social:
5. Asking people to share your content
You’ve worked hard to create an awesome piece of content—and naturally, you want as many people to see it as possible. So, along with sharing the link on social media, you ask your contacts to post it on their own networks.
The problem? This request puts your connections in a really awkward spot. Saying no feels pretty uncomfortable (after all, you’re asking for a share, not a kidney), but they might want to for any number of reasons: the content doesn’t work with their brand, audience, or social strategy; they don’t agree with everything it says; or they simply resent being asked.
In the end, this strategy might help you get more views on, say, a blog post or Slideshare—but your professional relationships will take a hit. (Want to brush up on social media etiquette? Check out the 29 most common rules and which ones you should actually follow.)
What to do instead:
You want people to link to your content because, well, they want to. With that in mind, focus on making it as shareable as possible.
A recent analysis of 65,000 articles found that a piece’s virality comes down to two main factors: arousal and dominance. In plain English, arousal means “riled up.” Both anger and excitement are high-arousal emotions. Dominance, on the other hand, is the feeling of being in control. When you’re inspired or joyful, you’re experiencing high dominance; when you’re scared, you’re experiencing low dominance.
Articles that perform the best on social use a high-arousal, high-dominance combo. What would that look like? Well, a photo of Vin Diesel with his daughter racked up 8.1 million interactions (making it the fifth most popular Facebook post of 2015), thanks to the strong, positive emotions it generated. But strong, negative emotions can be powerful too—take the Dove “Choose Beautiful” campaign, which put a spotlight on low self-esteem.
Link to the rest at Buffer Social