The Power Of Social Distribution

In the old days (and they are still around) media was "pushed" upon the masses and shaped our attitudes, beliefs and perspectives on everything.

Today our attitudes, beliefs and perspectives on everything are being shaped by a different kind of media. This new media is created by we the people and shared with those we have an affinity with.

Unlike the previous power curve of old media new media creates a different, more expansive, powerful and influential curve. The curve has to do with "virtual relationships" formed by the context of ones content with audiences who have an affinity to our conversations. The attraction comes from the "human voice and not institutional" offering perspectives about everything and anything which draws others who seek related context of issue at the top of minds. Whenever and where ever they seek information, knowledge and relationships is driven by the reach and connectivity provided by the internet.

The Power Of Distributed Content

If the knowledge you create (content) is in context with your markets interest then you just increased the probability of a relationship which may translate into a transaction which is what you ultimately want. The difference today is how you get what you want is by giving others what they need, when they need it and enabling them to find it at the click of a mouse or from their friends. If they can’t find it or their friends aren’t suggesting it well then you lose.

The internet has now become the place to be found and to create value people are seeking. To not be able to understand and use it effectively is akin to saying “I don’t care how our market behaves”.

How Markets Are Behaving


Good content that attracts an audience is a powerful force that enhances personal and organizational branding and the markets sentiment about your brand. Doc Searle has said "markets are conversations" and over time his statement has been verified by the power of social technology. Everyday that goes by the market of conversations grows in influence and leaves no industry or institution untouched by the growing influence. The problem is that most markets yet understand the dynamics, the process or the reach technology affords the market.

Some Simple Examples of Social Distribution

Social distribution represents a new market dynamic in which your content finds an affinity with an audience and the audience distributes it to their audience of followers.

On LinkedIn my direct connections represent a reach of over 4,000 first degree and second degree is 1,212,100+ and third degree is 13,858,900+. My indirect connection through groups represent over 200,000 people first degree. Do the math on 2nd and 3rd degree, it is huge. That is only on LinkedIn!


Now lets look at some single post from this blog and consider the impact of social distribution. One post titled 5 Things You Must Ask About Social Media in one week received over 60 ReTweets, 526 click-through and had a potential visibility to 215,760.

Lets look at one white paper titled "Social Media Directions" offered as a download. In one week 5,640 people had downloaded the white paper. Now consider the 1st degree connections of those 5,640 people then consider that their 2nd degree connections equated to more than 2 million people!

Social distribution has become the most powerful force ever to influence markets and how they behave. To ignore it is means your business will be ignored or worse yet negatively influenced by it. Do you now understand the power of social distribution?

If you say no then you are behind the market. If you say yes then lets see how well you understand it.