The Currency of Social Media: Attention

In blog, Facebook, Industry Viewpoint, News, Social Media by David Ko

Dotcommers called it “eyeballs.” Advertisers measure it by “impressions” and social marketers by “reach.” It’s the precious metal that marketers mine, and the fight for it is brutal.

I am talking about Attention.

The attention YOU give to the content you view, read, hear, touch, experience, talk about.

Your attention is money to advertisers and marketers. Your attention is the product that social networks sell to advertisers to make money.

There is a problem though. Share of Attention is a finite resource. On average we spend 3-5 hours every day looking at screens, including PC, mobile, tablet, and TV.

Content publishers must fight each other for a slice of that precious, precious time.

We already live in a world where it is impossible to consume all the content you want to see, because there is so much of it.

As gatekeepers and curators of what you see, social networks grab more of your Attention by constantly introducing new formats to deliver content: short videos, 360 videos, VR, live-streams, cinemagraphs, animated GIFs, games, quizzes, personality tests…the list keeps growing.

I may work in social media, but I try not be enslaved by it. Using dedicated software, I check the performance metrics of the countless Facebook, Instagram and Twitter accounts that we manage, but when it comes to my own social media presence I wouldn’t call myself an addict. At most I spend 10 minutes total per day checking my newsfeed. If I’m putting together personal content to post, that number may go up to 30 minutes, that’s it.

On my daily drive into work I listen to audiobooks, podcasts, radio stations. Some days I drive in silence because that’s my thinking time.

Attention works for *me* too, it’s a resource that if used wisely, makes me a better manager and leader.

When we pay attention to the right things, in the right amounts, we reap the benefits. Don’t let social media take that away from you.