What’s worth sharing?

During my internet rambles yesterday, I came across a white paper from The New York Times Consumer Insights Group on The Psychology of Sharing. There’s great info here, useful because it doesn’t talk about “stuff”–i.e., what will people share?–but instead focuses on the people, revealing why audiences share content.

Toward the end are guidelines for making your content sharable. Worth underscoring is number 3: “Keep it simple… and it will get shared… and it won’t get muddled.” It’s so easy to overcook a social media effort and create something that’s just too complex for users to want to share with friends.

It’s a great presentation, based on what appears to be some pretty extensive interviews and research, so I hope you’ll check it out and let me know what you think.