The Web Startup Success Guide

C H A P T E R       6     

Social Media and Your Startup

“Tell me to what you pay attention and I will tell you who you are”

— Jose Ortega y Gasset (Spanish philosopher and humanist, 1883–1955)

“The simple act of paying attention can take you a long way.”

—Keanu Reeves (actor)

It's All About Attention

Over the past few years the economics of attention has fundamentally changed—and that change has profound and deep implications for your startup. Sure, “building buzz around your startup” has always been high on every founder's to-do list. But what has changed is what works, what doesn't work, and what you need to do.

A decade ago, in the dot-com heyday, you built buzz by hiring a good public relations firm (for about $30,000 a month, minimum) ...