Exploiting social media as a way to mine people’s attention
Inspired by these slides on Fracking Social Media by John Wilshire, I thought I’d chat about attention. As has been highlighted before, many businesses (not least my own) rely on the mechanics of the attention economy to break even.
What John points out so well is that brands are leveraging social media in the same way as when they paid for their media placements. Nothing new here. What is important is that some brands are essentially exploiting this social attention, with the equivalent of content junk food. Sooner or later, people will have to cut back and when they do, these brands will be the first ones to be filtered out.
He also makes some great points about dialogic systems, and organisational structures, but i’ll leave you to enjoy those at your leisure.