In a perfect world, every time we shared a link—whether it be to a blog post, a newsletter, or a tweet—all of our followers would click through and check out what was on the other side. Right?

But our attention spans are shorter than ever. In fact, a study from Microsoft says the average attention span has dropped from 12 seconds to eight seconds since the year 2000. Another study from the Nielsen Norman Group reminds us that especially online, readers are only scanning content—not reading line by line.

Add to that mix the algorithms of platforms like Facebook and LinkedIn that determine who sees what content and when, and you’re lucky to get engagement from a small percentage of your following on any online platform (think email subscribers, Twitter followers, etc.).

 

Read more at: http://www.entrepreneur.com/article/254040