If people share and link to content for similar reasons then logically you would expect a very strong correlation between shares and links. However, if people share and link for different reasons you would expect to see variations in the correlation for different types of content.
Why does this matter? Understanding why people share and link to content is eessential for both content marketers and SEO teams. Ideally we want to create content that is amplified through both shares and links. My analysis of 10,000 posts suggests that some forms of content are very unlikely to acquire both shares and links.
So: is there a correlation between social shares and inbound links? The question goes to the heart of why people share content and why they link to content'.