- It gives you an indirect opportunity to demonstrate your own savvy. Through the quality of the articles, blog posts, and infographics you choose to showcase, you're allowing your audience some insight into how your mind works. What do you find interesting? Whose work do you admire? What's your sense of humor like? Those things say a lot about you, and give your customers (actual and prospective) something with which to connect.
- It saves people time. We're all busy, and most of us appreciate seeing good content that someone else has already curated for us. When I come across something in my Facebook or Twitter feed that's been shared by someone I respect and admire, I'm more likely to click on it, and I'm usually glad I did. It sure beats browsing endless news and humor sites myself - what a timesuck!
- It bookmarks good content for your own enjoyment later. How many times have you seen someone comment on a Facebook post with "following" or "saved for later?" Well, when you're the one sharing, all the great content you've found is sitting there on your own profile, page, timeline, whatever - you can come back to it anytime. (Note: I am the world's biggest Pocket evangelist, so I have to point out there are definitely more efficient ways of saving content, but I'd be remiss not to mention this obvious one.)
- It's just a nice thing to do. This is a little thing, but an important one. Celebrating someone else's success by sharing their Facebook post, or retweeting their announcements, or pinning an image of their work, is a sort of virtual high-five. And it matters. Sure, major influencers in the business and social media world may not notice due to their popularity, but I guarantee your "average" colleague will, and you'll probably notice when they return the favor.
As a highly active user of Buffer, I used to rely heavily on their "Suggestions" feature, through which they provided links to other sites' best content with easy sharing functionality. Sadly, they're retiring this feature in the coming weeks; however, in one of their blog posts, they did offer multiple useful suggestions for other content sources. I'll definitely be checking that out.
Another option is to raid your RSS reader (I like Feedly) for interesting articles - you can connect Buffer or other social media schedulers directly to your RSS and share automatically, or just keep a note open on your desktop or phone and copy links to that. You can also bookmark websites and blogs you visit often, and just harvest content from there as you read it.
However you choose to curate the links you share, the point is to identify and spread good quality content, and promote the content your friends and colleagues are sharing, both for your business' benefit and to help make social media a more interesting place. Who can find fault in that?