Don't 'overshare' your business on social media

Content creation matters because we are living in an attention economy. Attention economics is an approach to the management of information that treats human attention as a scarce commodity, and applies economic theory to solve various information management problems. Put simply by Matthew Crawford, "Attention is a resource?a person has only so much of it. As content has grown increasingly abundant and immediately available, attention becomes the limiting factor in the consumption of information. Any company that wants to be noticed is not competing with its rivals but with the latest episode of Star Wars too. According to a white paper by Chart Beat, amid the vastness of the web, time is the sole measure of scarcity. It's zero sum: a minute spent on one site is a minute not spent on another. If you are a publisher, enticing someone to spend time on your content means competing with the entire sum of human knowledge. 

Engaged time is the amount of time that users spend actively interacting with a page - reading, writing, scrolling, watching.  Recirculation is the percentage of your audience that has engaged with a particular piece of content (e.g., actually read it) and chooses to go on to engage with another. 

According to Chart Beat's data, about 40 percent of visitors leave having spent fewer than 15 seconds engaged on the page.  For the bottom 25 percent of articles, fewer than 30 percent of visitors engaged for over 15 seconds, and for the top 25 percent of articles two-thirds of visitors engaged for that long.  From the perspective of page views, two articles could be almost exactly the same. But Engaged Time allows you to draw very different conclusions about the success of each page's content: Certainly traffic volume matters, but you also...