Every day, new people are asking me to "like" their social media pages. There were four requests from yesterday - alone. To my mind, I'm happy to see people creating and doing work that matters. But, on the contrary, are they really getting from me what's actually needed to make a difference?

My attention.

Thinking about social media for a second...

1. "Please, like my page."

2. I like your page.

3. Your page will appear in my feed only if Facebook decides that I look at enough content that your page would be relevant.

My questions for you:

• What good to you was the like in the first place?

• What did you really get from me besides an uninspired press of the thumb?

• Do you really have an engaged audience?

• Do you have permission to directly connect with me?

Now think about this...

1. Facebook ads that direct me to your website.

2. Your website offers me an opportunity to subscribe to your mailing list.

3. You now own my inbox, and I receive anticipated, relevant, and direct messages from you.

My new questions for you:

• What produced more value for you?

• If I don't like your product, I can unsubscribe - isn't that valuable information? Knowing who engages with your content?

• If what you have to communicate is meaningful to me, you'll be able to see if I clicked to find out more. What insights can that give you?

Because I've given you permission to speak to me, you've also received the benefit of my attention. Attention is scarce and therefore, precious.