A recent study by Wildfire Interactive looked at 10,000 randomly sampled Facebook campaigns to see
which got the highest response rates and earned media. Among the
findings were a lack of correlation between the two. The campaigns that
got the most earned media were not the ones that got the highest
response rates.
If you’re looking for the latter, then coupons, giveaways and
sweepstakes are the way to go. If you want people to share your posts,
though, then try “pick your favorites” queries, quizzes and trivia
contests.
The report speculated about why such campaigns tend to be more
shareable. One possibility is that questions let the user discover an
aspect of her personality she was unaware of. Another is the show-off
factor: Quizzes let users display their knowledge of trivia, and “pick
your favorites” challenges let them flout their good taste.
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