“…This is well illustrated by one of the most basic goals of communication, to ensure that the act of communication is “justified.” For the speaker, this means, among other things, that his or her message should be worthy of the listener’s attention; for the listener, it means that the interaction must in some way be worthwhile.”

Another way to describe all of this is relevance. Marketing pre-social media didn’t need to be relevant because it was purchased (and it was the cost of content — we received content in return for watching/reading/listening to ads)

But now, we can’t buy our way in. So we need to listen and adapt the message. It’s not interruptive, it’s involving, which implies giving up control.

Good post and thanks for the lead on the book.