Sharing The Negative
People look towards their social media for a positive lift. Finding a funny post or an interesting shared article can bring a smile to their Monday morning faces. These articles and shared posts carry emotional sentiments but according to a new collaborated study by Fractl and BuzzSumo most of the top shared articles bring with it negative rather than positive upliftment.
The study involved analyzing the million most-shared articles from the first half of 2014 across all major social networks. These included Facebook, Twitter, Google+, Pinterest, and LinkedIn. By using Alchemy API they were able to find what emotional sentiments were most attributed to the shared articles.
Facebook dominated the total shares with 81.9%. Of these total shares though 47% was attributed to negative sentiments, 36% to positive and the rest neutral. By removing articles from BuzzFeed – the most-shared publisher on Facebook, Upworthy and ViralNova the study found an increase in negative sentiments amongst the top shared articles on Facebook with 57% versus just 30% positive.
Twitter, which has 8.6% of the total shares, also followed the same path having 46% geared towards negative sentiments of their top shared articles. 40% of the shares had positive inclinations. Google+ has 4.3% of the total shares and their top shared articles leaned towards being more positive than negative. 45% and 38% respectively.
What the study also found is that from the major social media platforms it was LinkedIn and Pinterest that had the most positive sentiments by far. On Pinterest who has 3% of the total shares, 65% of their top shared articles had a positive emotional sentiment versus the 18% that was negative. LinkedIn with 2.3% of the total shares had 70% of it towards positivity against the 18% with negative sentiments.
Maybe it is just coincidence that with the greater volume of shares on the social network the greater the tendency the articles have of carrying negative sentiments. Politics content is by are the most actively shared on Facebook and Twitter and far less on Pinterest. This could fuel the reasons why they have the most negative overall sentiments.