In order for making news go viral it needs to be shared by masses of online media users. Key element in understanding news flows is what makes a piece of content worth sharing with others, write Ike Picone, Ralf De Wolf and Sarie Robijt.

Study draws on a survey amongst Belgian online media users. Writers identified four sharing profiles based on people’s motivations to share and their online sharing activity.

The results show that self-presentation and social connection are strong indicators for the respondents’ online sharing behaviour. Writers also discuss what viral news means to news reporting.

Article Who shares what with whom and why? is published online by Digital Journalism and it is available here.

Picture: Partilhando – Sharing by José Moutinho, licence: CC BY 2.0