← DictionaryShares
also called reshares
The count of people redistributing content to their own audience.
People passing it on.
What It Is
In the BWH map, Shares lives under Content — Distribution. The working definition is simple: the count of people redistributing content to their own audience.
It is something measured and compared over time, so one reading in isolation tells you almost nothing. Keep it that plain and it will still be true in twelve months.
How It's Used
Shares comes up in editorial planning, briefs and the day-to-day work of publishing. It normally appears alongside Engagement, Going Viral and Reach. The practical test is whether it is measured the same way each period, against something.
Why It Matters
Getting Shares wrong is expensive in a quiet way. When it is unclear, output goes up and effect goes sideways. Clarity here removes a surprising amount of downstream argument.
Picture a speedometer. It tells you how fast, not whether you are going the right way. People passing it on.
Termshift™
How the meaning shifts depending on who is using it, and where.
Professionally, Shares carries the narrow meaning: the count of people redistributing content to their own audience.
Explained to someone with no marketing background, Shares is people passing it on.
The Bottom Line
Keep Shares plain: people passing it on. That is the version that holds up in a real project.