Content Syndication
Excuse the blatant generalisation and oversimplification of how content syndication technically works.
There is an overwhelming volume of information and data constantly hitting our various streams, walls, IMs, and emails. In fact, it is virtually impossible to be in the dark these days and probably harder to truly disconnect than ever before.
Syndication for me means that there is a 'single event' which then sends ripples throughout the respective industry, where various observers scribble down their notes, report their perspective and then publish this information via various channels or filters.
Most end users have certain source filters in place, depending on your particular set of interests. Users then rely on these filters to keep abreast with information that keeps them in the knowhow without getting completely inundated. Some filters are more credible and influential over others, depending on their reputation and authority. Some readers then decide to syndicate this content further where they endorse the content piece by being worthy of sharing to their community.
Herein lies the problem...why do people share content that has most likely been shared several times before? Why do people prefer sharing links than developing their own opinions silently? Why do we all feel the need to be heard? Referring to most professional networks, is this to increase their value in the marketplace, enhance their perceived reputation and authority, or is it simply because people are more altruistic than I give them credit for?
We need to avoid the CNN model, where we are in a constant state of breaking or developing news. Nothing is unique, few opinions are revolutionary and most of all you are not a thought leader if you plagiarise and even more boring if you share news that is no longer newsworthy and outdated. My advise would be to take a step back and ask why you are sharing a particular content piece. Is it groundbreaking, world shattering, thought provoking, sensational, interesting and most of all does it add value to what you are trying to achieve.