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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #247: May we
have your attention</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">September 14th, 2011</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2011/09/attention_span.png"><img
class="alignleft size-full wp-image-2202"
title="attention_span"
src="cid:part2.09010005.08020003@oplin.org"
alt="" height="61" width="166"></a>...for just
a moment, please. For libraries that post to
social media, the lesson for today is: Keep your
posts interesting and new, keep them short, and
post often.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.dailymail.co.uk/sciencetech/article-1312119/Facebook-internet-wire-brain-shorten-attention-span.html">Facebook
and internet 'can re-wire your brain and
shorten attention span'</a> (Daily Mail/Fiona
Macrae) "Some British children spend
seven-and-a-half hours a day in front of a
screen. And Baroness Greenfield wants the
Government and private sector to research the
effects of technology on the brain. At the
British Science Festival, in Birmingham, she
said: 'We should acknowledge that this is
bringing an unprecedented change in our lives
and we have to work out whether it is for good
or bad.'"</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.socialmediaphilosophy.com/2011/05/31/attention-span-lessened-social/">Social
media is not lessening attention-spans!</a>
(Social Media Philosophy Project/thePuck)
"Studies, articles, and tweets pop up all over,
every day it seems, about how people of my
generation, spoiled on TV, computers, and video
games, have no attention-span, can't focus, and
have fragmented work ethics. This is not the
case. We spend hours focused on the minutiae of
our Twitter accounts, the apps on our phones,
our contact lists. We spend months and years
playing the same online video game, engaged in
long-term goals that often take months to
accomplish. We're focused, we get the
information, we know what we want to know...we
just aren't doing it like they want us to."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://blog.gremln.com/2011/09/07/beating-back-the-boredom-how-your-social-media-marketing-campaign-can-outlast-your-fans%27-short-attention-spans/">Beating
back the boredom: How your social media
marketing campaign can outlast your fans'
short attention spans</a> (Gremln/Clayton
Smith) "In the traditional advertising world, a
single ad campaign can carry your company for
years, sometimes decades. [...] That type of
thing wouldn't fly as a social media strategy.
Mostly because it's not exactly a 'social'
strategy, but more to the point of this blog, it
doesn't change. It doesn't evolve. If I see the
same, stagnant strategy on Facebook three days
in a row, I've lost complete interest in the
product, not to mention some faith in the
creativity of the company."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay">You
just shared a link. How long will people pay
attention?</a> (bitly blog) "In general, the
half life of a bitly link is about 3 hours,
unless you publish your links on youtube, where
you can expect about 7 hours worth of attention.
Many links last a lot less than 2 hours; other
more sticky links last longer than 11 hours over
all the referrers. This leads us to believe that
the lifespan of your link is connected more to
what content it points to than on where you post
it: on the social web it's all about what you
share, not where you share it!"</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Detail
facts:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">From the
same bitly blog post cited above: "So we looked at
the half life of 1,000 popular bitly links and the
results were surprisingly similar. The mean half
life of a link on twitter is 2.8 hours, on
facebook it's 3.2 hours and via 'direct' sources
(like email or IM clients) it's 3.4 hours."
</div>
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<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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<li style="text-align: justify;"><strong>RSS
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You
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Bookmark.</strong>
If you're using the Firefox
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