Attention and Engagement in Social Media
CAPTURING ATTENTION IN SOCIAL MEDIA
Capturing attention in social media is presenting content in a way that draws users in. In order to get followers, likes, shares, replies, etc., It is important because without capturing attention, the account, or page, will be overlooked.
One of the challenges faced in capturing attention in social media, is the fact that many viewers have short attention spans. Users of social media generally scroll quickly through their feed of posts made by friends, family, and other accounts they follow.
Strategies for gaining viewer attention are:
1. Utilizing the mere exposure effect theory (Zajonc, 2001). When an individual is shown something repeatedly, the more likely the individual is to favor it. This is done by posting as often as possible to your account, and by re-posting other people’s content
2. Use visuals that will stand out (images, color schemes, font) (Chua & Banerjee, 2015).
3. Create a unique username
MAINTAINING ENGAGEMENT IN SOCIAL MEDIA
Securing engagement in social media means that an account keeps other users’ interest in the content they post. It is important because the success of the accounts is dependent on the amount of followers they have. The more followers, the more likes, shares, and comments the account will gain, continuing its success.
Strategies for social media engagement include:
1) The use of hashtags and mentions of other users in posts (Lahuerta-Otero & Cordero-Gutierrez, 2016).
2) Creating contests
3) Joining an online community (Hall-Phillips et al., 2016).
REFERENCES
Chua, A. Y. K., & Banerjee, S. How Businesses Draw Attention on Facebook through Incentives, Vividness and Interactivity. IAENG International Journal of Computer Science, 42(3), 275-281.
Hall-Phillips, A., Park, J., Chung, T., Anaza, N. A., & Rathod, S. R. (2016). I (heart) social ventures: Identification and social media engagement. Journal of Business Research, 69(2), 484-491. doi:10.1016/j.jbusres.2015.05.005
Lahuerta-Otero, E., & Cordero-Gutiérrez, R. (2016). Looking for the perfect tweet: The use of data mining techniques to find influencers on Twitter. Computers in Human Behavior, 64, 575–583.
Zajonc, R. (2001). Mere Exposure: A Gateway to the Subliminal. Current Directions in Psychological
