Definition
Digital Share Cropping is a term used to describe a scenario where businesses and content creators rely heavily on third-party platforms to publish and promote their content. These platforms include social mediaWhat is Social Media? Social media refers to online platform... More sites, bloggingDefinition Blogging refers to regularly creating and publish... More platforms, video sharing sites, and other web services. The analogy comes from traditional sharecropping, where farmers worked land owned by someone else, resulting in a lack of control over their livelihood. In the digital context, businesses invest time and resources into building their presence on platforms they do not own, which can be risky because the rules, visibility, and even the existence of these platforms can change without notice.
This approach can seem advantageous due to the large audiences and advanced tools these platforms offer. However, it poses significant risks. For example, algorithmDefinition The SEO algorithm includes rules and calculations... More changes can drastically reduce the visibility of your content, or the platform might alter its terms of service, impacting how you can use it. Additionally, the platform could even shut down or ban your accountDefinition In SEO, an Account refers to systematically manag... More, leading to a total loss of your digital presence there.
For SEO, Digital Share Cropping can be both beneficial and detrimental. On the one hand, high-traffic platforms can drive significant referral trafficDefinition Referral traffic refers to visitors who arrive at... More to your site and increase brand visibility. On the other hand, over-reliance on these platforms can leadWhat is Lead? Definition A Lead in the context of SEO refers... More to a fragile digital strategy that could collapse if the platform’s policies or algorithms change.
How you can use
Example:
Consider a small business that sells handmade crafts. Initially, the business relies heavily on platforms like Etsy, Instagram, and Facebook to market and sell its products. These platforms provide immediate access to a broad audienceDefinition The term "Audience" refers to the group of indivi... More without the need for significant upfront investment in building a website.
- Etsy Shop: The business sets up an Etsy shop to take advantage of the platform’s established marketplace and large user base. This brings in initial sales and helps build a customer base.
- Social MediaWhat is Social Media? Social media refers to online platform... More Marketing: The business uses Instagram and Facebook to showcase products, run promotions, and engage with customersDefinition Customers, in the context of SEO, refer to the in... More. These platforms drive trafficDefinition In the context of SEO (Search Engine Optimisation... More to the Etsy shop and generate brand awarenessDefinition Brand Awareness in Social Media Marketing is the ... More.
However, to mitigate the risks associated with Digital Share Cropping, the business decides to develop its own online store:
- Building an Owned Website: The business creates a website using platforms like Shopify or WooCommerce. This site serves as the central hub for their products, content, and customer interactions.
- SEO Optimization: The website is optimized for search engines using relevant keywordsDefinition Keywords are crucial for SEO success as they conn... More, high-quality images, and detailed product descriptions. The business also starts a blog to share crafting tips and stories, which helps improve organic searchDefinition Organic search is the term for the organic, free ... More rankings.
- Diversifying TrafficDefinition In the context of SEO (Search Engine Optimisation... More Sources: While continuing to use Etsy and social mediaWhat is Social Media? Social media refers to online platform... More, the business also focuses on driving trafficDefinition In the context of SEO (Search Engine Optimisation... More to its own site through SEO, email marketingDefinition Email marketing utilises emails to promote produc... More, and collaborations with influencersDefinition Influencers are individuals with the power to aff... More and other websites.
Calculations and Formulas:
To evaluate the effectiveness of diversifying away from Digital Share Cropping, the business can use various metricsWhat are Metrics in the context of SEO? Metrics in SEO refer... More and calculations:
- Referral TrafficDefinition Referral traffic refers to visitors who arrive at... More: Measure the percentage of website trafficDefinition In the context of SEO (Search Engine Optimisation... More coming from third-party platforms versus direct trafficDefinition In the context of SEO (Search Engine Optimisation... More to the owned site.
Referral Traffic Percentage = (Traffic from Third-Party Platforms / Total TrafficDefinition In the context of SEO (Search Engine Optimisation... More)×100
\text{Referral TrafficDefinition Referral traffic refers to visitors who arrive at... More Percentage} = \left( \frac{\text{TrafficDefinition In the context of SEO (Search Engine Optimisation... More from Third-Party Platforms}}{\text{Total Traffic}} \right) \times 100
Referral Traffic Percentage = (Total TrafficDefinition In the context of SEO (Search Engine Optimisation... More / Traffic from Third-Party Platforms)×100
- Revenue Diversification: Compare revenue generated from third-party platforms with revenue from the owned site.
Revenue Diversification Ratio = Revenue from Owned Site / Total Revenue
\text{Revenue Diversification Ratio} = \frac{\text{Revenue from Owned Site}}{\text{Total Revenue}}
Revenue Diversification Ratio =Total Revenue / Revenue from Owned Site
- Customer Retention Rate: Measure how many customersDefinition Customers, in the context of SEO, refer to the in... More return to the owned site after their initial purchase through third-party platforms.
Customer Retention Rate = (Returning CustomersDefinition Customers, in the context of SEO, refer to the in... More / Total CustomersDefinition Customers, in the context of SEO, refer to the in... More)×100
\text{Customer Retention Rate} = \left( \frac{\text{Returning Customers}}{\text{Total Customers}} \right) \times 100
Customer Retention Rate = (Total CustomersDefinition Customers, in the context of SEO, refer to the in... More / Returning Customers)×100
Key Takeaways
- Control Risks: Relying too heavily on third-party platforms can be risky due to potential policy changes and platform shutdowns.
- Own Your Platform: Building your own website provides more control and stability for your business.
- SEO Benefits: An owned website allows for better SEO optimization, improving organic searchDefinition Organic search is the term for the organic, free ... More rankings and visibility.
- Diversify TrafficDefinition In the context of SEO (Search Engine Optimisation... More Sources: Use third-party platforms to drive trafficDefinition In the context of SEO (Search Engine Optimisation... More, but focus on converting that trafficDefinition In the context of SEO (Search Engine Optimisation... More to your own site.
- Long-Term Strategy: Investing in an owned platform ensures long-term sustainability and reduces dependency on external platforms.
FAQs
What is Digital Share Cropping?
Digital Share Cropping refers to relying heavily on third-party platforms for publishing and promoting content, which poses risks due to lack of control over these platforms.
Why is Digital Share Cropping risky?
It's risky because platform policies, algorithms, or even the platforms themselves can change or shut down, affecting your business's digital presence.
How can I mitigate the risks of Digital Share Cropping?
Build and optimize your own website, diversify your trafficDefinition In the context of SEO (Search Engine Optimisation... More sources, and use third-party platforms as supplementary channelsDefinition Channels in the context of SEO refer to the vario... More rather than primary ones.
What are the benefits of owning my platform?
Owning your platform gives you full control over your content, better SEO opportunities, and stability, reducing dependency on external platforms.
How does Digital Share Cropping impact SEO?
While third-party platforms can drive trafficDefinition In the context of SEO (Search Engine Optimisation... More, over-reliance can hinder your SEO strategy. An owned website allows for better SEO optimization and sustained growth.
Can I still use third-party platforms if I own my site?
Yes, use them to drive trafficDefinition In the context of SEO (Search Engine Optimisation... More to your own site but focus on converting visitors into direct customersDefinition Customers, in the context of SEO, refer to the in... More on your platform.
What metrics should I track to measure the impact of Digital Share Cropping?
Track referral trafficDefinition Referral traffic refers to visitors who arrive at... More, revenue diversification, and customer retention rate to evaluate the effectiveness of your strategy.
How can I drive traffic to my owned site?
Use SEO optimization, content marketingDefinition Content Marketing is a strategic marketing approa... More, email marketingDefinition Email marketing utilises emails to promote produc... More, and collaborations with influencersDefinition Influencers are individuals with the power to aff... More and other websites to drive trafficDefinition In the context of SEO (Search Engine Optimisation... More.
What is the role of SEO in Digital Share Cropping?
SEO helps improve the visibility and ranking of your owned site, driving organic trafficDefinition In the context of SEO (Search Engine Optimisation... More and reducing dependency on third-party platforms.
