Earlier this week we discussed best practices for marketing your forum on social media. Many forum owners insist on placing conspicuous “Share This!” buttons on their forums in an attempt to get users to re-post forum content to their social media accounts. We have found this practice is not very effective.
Few people share content in the first place and it attracts even fewer clickbacks. Anecdotally speaking, when it comes to forum/community content, it might take 100,000 impressions to garner just one “share”. This “share” might spawn 5-10 clickbacks.
Any traffic is good traffic but since the “Share” buttons take up valuable screen real estate in an increasingly mobile world, the additional clutter is not worthwhile. This real estate would be better used to (1) highlight forum content and/or (2) nudge users to contribute fresh content to the forum.
The beauty of this approach is that it keeps the interface simple but does not preclude a motivated user from copying the URL and posting it to their favorite social media page.
We still encourage site owners to share forum content on their social media feeds. Share early and often, as we like to say. But expecting users to take on this task is asking too much. Therefore, we don’t think “Share” buttons deserve prominent placement on your forum.