You've probably done it too. Shared an article you didn't fully read or absorb because the headline grabbed your attention. If you're guilty as charged—don't feel too bad as there is a legitimate reason we sometimes do this. As I've said many times before, content is currency and it's human nature to want to share things that resonate with us and we know will resonate with others.
I did this recently with a Business Insider article titled:
"We Got A Look Inside The 45 Day Planning Process That Goes Into Creating A Single Corporate Tweet"
So here's what I did; I read the headline and visually skimmed the article. Note that I said "visually skimmed"—which means a few key phrases popped out, but I didn't read or digest it. But I did share it along with snarky quip that read:
"Cue the beginning of the end of social media marketing"
So do I really think it's the end of social media marketing? No, but the headline got me thinking that if it takes so long to craft and perfect a single tweet—we need to examine what we are all trying to do here. The only problem is that when you read the article in full—while it does technically make the case that a tweet was planned well in advance, the context illustrates that it was part of a pre planned content calendar—a common practice in marketing.
It was a colleague's comments on the subject that got me thinking about thinking twice in regards to how we share, as well as operating within the reality that attention grabbing headlines are likely not going away. I have two take-aways from this:
1. Content Is Currency—Spend It Wisely
Would I have shared the same article? Yes—it's of interest to myself and my peers. What I would have done differently is bookmarked it for a time where I could have read and thought about the content before sharing it with a snarky take away. I would have probably shared it posing a question like "can planned content be less time consuming" or asking others if they have had similar experiences.
2. Be Ready For Anything
The agency featured in the piece (Huge) didn't just sit around letting the headline of the piece speak for them—they spoke up.
Net net, it's on us as individuals to think through what and how we share to ensure the maximum value of the currency of content and it's on all brands and organizations to be responsive in any scenario, or be defined by the narrative others draft for you.