Why “attention minutes” should be part of your 2015 KPIs
““Attention minutes” combine traditional metrics with measurements aimed at figuring out how much time readers really spend with content,” Nieman Journalism Lab recently explained in an article.
Simply put, it is a way of measuring how long your audiences engage with the content on your pages.
But, being in Brussels, why should attention minutes be part of your 2015 key performance indicators (KPIs)? For two reasons:
- Attention minutes are becoming one sure way of understanding quality of our efforts in terms of time spent and engagement.
- Attention minutes will drive you to do what we communication leads should do in the first place: listen to our audiences.
Let’s look into reason #1. We are all aware that pageviews or clicks only mean so much. Specifically, in Brussels, it is important that we understand our audiences and identify messages that stick. Time spent on a page or engaged time will help us realise the performance of our communications.
That brings me to reason #2. While we are busy writing those press releases and being creative with our visuals, many times we forget to take a step-back and take a good look at our messages. Attention minutes will provide you insights into what content grasps the reader’s attention and what doesn't. Has your target audience, MEP or patient organisation, actually read the content or simply opened a tab before clicking away? It will bring to your attention whether your content is working for your cause or not. Simply, are you on the right track? If not, it will drive you to understand what happens between a click and a share.
What I have realised is that we have been fixated on the measurement of pageviews or clicks for too long. Using Google Analytics, comparing pageviews, clicks, or shares do not clearly show impact made. These digital communications pioneers have been working on “total attention on site” and “total attention per piece” that help understand the duration people are engaging with their content. Specifically in Brussels where the goal is to help shape European Union's policies, I think these are crucial stats to possess.
If you are based in Brussels and have already taken steps to understand attention minutes or engaged time for your platform, I am keen to learn your experiences. Feel free to share them below. If you are in the process of looking into attention minutes for your platform, hats off to you. I will be doing the same.