Social Media Vanity Metrics
August 7, 2014
What are Vanity Metrics?
Vanity metric is the term used to refer to the social media measures that appear significant but really aren’t.
So for example getting more people to like or follow us on social media sounds like a good idea. But large numbers don’t always represent real value. If someone that follows 50,000 other people chooses to follow us they are unlikely to ever see our posts amongst all the others sent to them. But a journalist that only follows a handful of people and writes about us on a regular basis has more value.
An objective way to measure metrics is to use a “good, better, best” approach.
Likes, Followers, etc. are good …… (or maybe just OK)
Engagement, Shares, Referral, Traffic, CTR, etc. are better
Opt-in, Download, Action, Conversion etc. are best.
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