Social networks are less about content information. Social networks can be compared to a cozy café: you read a content article and a little later you hear a good joke or flirt with your neighbor. At the end of the evening you no longer remember which jokes were told, but you do feel the bond of a close group of friends. Facebook is not about the information itself, but about the emotions that the information evokes in you: tenderness, humor, indignation. By sharing emotions with your friends you confirm the bond that you have together. If you create a connection, you become closer to each other. In the world of Facebook, content comments are much less important. About 80% of list to data the reactions can be intercepted with a simple 'like' button.
kittenFor marketers and companies, it is important to understand the difference between the old Google empire and the new Facebook world. Socially friendly content is often not about substantive information, but about expressing an emotion between like-minded people. Social media like Facebook therefore requires content that fits in with that. Content that evokes a simple emotion. Not an in-depth story, but a photo of a cute kitten or a news photo that evokes a powerful emotion.
Aggregating content from others therefore works moderately on social media. People are not looking for that one place with the ultimate summary, but want to hear the first photo from the source. The original is shared a lot. It is therefore important for journalists and media parties to understand this difference well.