Recently the consumer research company Bridge Ratings [link] created a stir with the release of a report saying digital media burnout has reached a tipping point.
I am not certain what the researchers mean by the “tipping point” but I know my own limits of digital fatigue. The meds are great but I needed to take action.
For several years I tried to keep up with every new device or app. Then along came Twitter and I said Enough all ready! I drew the line at Twitter and I don’t think I have missed anything.
Sometimes I feel like I am working for social media, keeping things up to date, being asked to “friend” by someone I don’t know or being asked to “like” something – literally the least a person can do for someone else. And, Facebook is instant messaging me now…
|Image Courtesy of Bridge Ratings|
According to the report, Americans are spending more than 15 hours daily consuming media from a long list of providers and platforms. Some consumers are saying Too Much and feel increasing dissatisfaction with their digital experience, particularly with social media.
Dave Van Dyke, President of Bridge Ratings put it this way:
“Digital Attention Deficit happens when the amount of individual potential digital platform use exceeds daily time available. [This can cause] much higher levels of unhappiness — even depression.”
The Bridge Ratings study found that social media is the preferred platform of people in all age groups. However, daily social media usage has fallen from 70% to 63% over the last year. This is particularly the case for millennials. Their use of daily use of social media has fallen from 84% in 2016 to 72% in 2017. The biggest decline was with heavy users – folks who check their accounts more than 10 times a day. These folks are also known as your best customers.
HOW YOU CAN HELP ELIMINATE “DIGITAL ATTENTION DEFICIT DISORDER”
Here some tips about keeping your social media from creating digital attention deficit disorder. The following thoughts are based on suggestions by researcher John Anderson as published on the blog All Business [link]:
1. SYMPTOM: USERS AREN’T ENGAGING WITH CONTENT
SOLUTION: If visitors are spending less time on your social media page, ask yourself if your content is relevant to your target audience. Engagement begins with knowing your audience, beyond their demographics. You have to learn what draws visitors to your social media. You can do this by asking frequent visitors their likes and dislikes.
2. SYMPTOM: SITE VISITORS ARE “JUST BROWSING”
SOLUTION: If visitors are clicking in and then leaving in less than 15-seconds, you have a problem. People are busy and don’t want you to waste their time. The problem might by more than the content. It may be clutter on your site, too many choices and oblique navigation.
Be clear, precise, and brief. Ask yourself before you post: Who cares? Is this a waste of the reader’s time? Is it being written for other folks or for yourself?
3. SYMPTOM: TOO MUCH INFORMATION POSTED TOO OFTEN
SOLUTION: Sometimes absence does make the heart grow fonder. If you are knocking on the door too often, visitors may avoid you the next time you knock. Draw the line between trying to be informative and just being plain annoying. Post when you have something to say, not when you want to fly the company flag.
4. SYMPTOM: THE NUMBER OF SITE-VISITORS IS DECLINING
SOLUTION: Don’t ignore this trend. If your metrics are going down, not up, consider that people may be growing tired of you and your content. The only way to know is to directly solicit feedback.
Keep in mind that social media is a NEW tool. It thrives on the here-and-now – that is what visitors want – relevant new information and ideas. Ring the “new bell” as often as the content warrants.
PROMOTE YOUR STATION WITH A YOUTUBE VIDEO
We saw question on the PRADO list about best practices for stations to promote themselves using YouTube. The person writing the post asked for examples of videos that work. After all, YouTube is free, ubiquitous and easy to use.
One of the people who responded was WKMS Development Director Asia Burnett. She provided a link to a homemade video the station created to tell their story. It is terrific. Check it out: