The core difference between search and social

Adam Tinworth
Adam Tinworth

Interesting column from John Gapper in the FT today. Here he’s talking about Jonah Peretti, founder of Buzzfeed:

His insight was that sharing works differently from search. Search is a way to discover information, whereas sharing is prompted by emotion. People read all kinds of material but they mostly share stories or videos that create positive reactions, such as laughter; or actively negative ones, such as anger.

Well worth a read – even registering to read – if only to get to the final line, with which I heartily concur.

(Full disclosure: I worked on a project for the FT over the summer, alongside Neil Perkin and eConsultancy)

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.