Content is King, but Apparently So are Scantily-Clad Women

If you’re involved in maintaining or monitoring a Facebook page for your clinic, a business, or even a club or organization, you’ve probably realized that social media is one of the best ways to connect with people. On the other hand, it can be incredibly demanding of your time. If you’re going to invest the time, how do you get your page noticed and, more importantly, how do you engage your page’s fans?

Mashable, an independent news source dedicated to covering digital culture, social media and technology, recently reported the results of a webcam eye-tracking study of Facebook users. In the study, users looked at brand pages such as Coca-Cola, Starbucks, Victoria’s Secret, Skittles, and PlayStation, and the webcam tracked their eye movements to determine what caught their attention most on the pages. They found that wall content attracted the most attention, confirming the “content is king” mantra of social media. However, the scantily-clad model in the Victoria’s Secret profile picture attracted more attention than the page’s wall content, leading to the inevitable conclusion that scantily-clad women trump good content.

We hate to disappoint, but you won’t find any scantily-clad women on the AVMA Facebook page. (And our post about naked mole rats didn’t fool anyone). We’ll have to stick with our commitment to provide high-quality content that our colleagues and friends will find educational, valuable and entertaining. So far, it’s paid off.

(That said, we certainly plan to test the impact of scantily-clad puppies and kittens.)

Another interesting, albeit not surprising, finding in the study was that wall photos got a lot of attention. After all, it’s an increasingly visual world.

How can you use this info? Share good content from other clinics, colleagues, your state VMA, or the AVMA page; or the Animal Health SmartBrief. Follow the “Field of Dreams” approach to Facebook: provide good content, and they will come…and stay.

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