Social Media: Getting Attention vs. Paying Attention
Are you posting to Get Attention or are you posting to get people to Pay Attention?
There is a difference, and that difference might be keeping you from penetrating the mindshare of your target audience.
Wait, you do know your target audience, right?
Ok, let's start there. Trust me when I say, you cannot reach everyone. Oh, you've got 5,000 followers and 10,000 likes on your Facebook Business Page. Guess what? Your post today WILL NOT reach all of them.
Just won't happen. You'll be lucky to hit 150 of them.
Because there's just way too much noise and clutter in the feeds of your followers these days. In fact, Facebook released data showing that there are 60 MILLION active Business Pages on their platform as of 2019.
You're not the only one begging for your customer's attention.
Here's why that's not necessarily a bad thing.
In the 1990s, anthropologist Robin Dunbar found a correlation between primate brain size and average social group size.
Through observing primates, Dunbar estimated that the maximum number of true "friends" you can have – illustrated informally as "the number of people you would not feel embarrassed about joining uninvited for a drink if you happened to bump into them in a bar" – is 150.
A literal "friend zone" of 150 people. That's the maximum number of people a human can truly call a friend, because our brains are just simply, full.
That leads me back to your target audience.
Hall of Fame Marketer Seth Godin, who sold his company Yoyodyne to Yahoo for $30 Million in 1998 and became its VP of Direct Marketing, says in his book Purple Cow, "Your ads and your products should not cater to the masses. Your ads and your products should cater to the customers you would choose if you could choose your customers."
It's kinda relieving, too. To know that, if I don't reach every...single...one..of my followers, that I didn't fail. In fact, if I only reach the 150 people that really matter, then I've won.
So, as we move forward with our social media content, let's begin to consider ONLY the people that really matter. Let's ask ourselves what their needs are, what their concerns are, what their problems are and how we can provide solutions.
If we begin to care less about how many Likes and Follows our posts and pages get and more about how it impacts the few people that really stand to benefit from our services, then I believe we will see an immediate uptick in our businesses.
Thanks for reading, and please let us know what you think.
*Post inspired by award-winning actor Joseph Gordon Levitt's Ted Talk, "How Craving Attention Makes You Less Creative"