The winners from all this change have been sites with authority - The New York Times, The Economist and Harvard Business Review were all shown to have significantly increased their shares.
How is authority being defined though?
Clearly investing in high quality content is now more important than investing in click bait headline writers who once could attract clicks.
There is a conundrum here though.
Is it the social networks placing high authority content in front of people to share or is it that individuals are increasingly choosing to share content from sites they trust.
In either scenario, building up an early lead in creating high quality content for your market will clearly be the best strategy rather than lots of low quality content and then, just as important, is ensuring that content is placed in front of people who want it.