Measuring The Metrics That Matter

All too often, audience size is a vanity metric which does not serve to grow the business.

It’s human nature to like social endorsements. Brands are no different and certainly, there is a degree of social capital which is derived from social endorsements. However, what many brands fail to understand is that measuring metrics that make them look good has little meaningful value. Ultimately, a metric that does not drive real and tangible value for the business is pointless.

It's not the size that counts

Despite the fact that many brand managers push for growth in their social media audiences, all too often audience size is a vanity metric which does not serve to grow the business. And even though many marketers obsess around the number of engagements or likes they receive for a social media post, the reality is that engagements and likes don’t typically translate into sales.

On the other hand, metrics that have a business objective behind them are more likely to move the needle. The aim of any social media strategy should always be to move consumers through the sales funnel. As such, every piece of content posted on social media channels needs to drive a business objective which is measurable. While brand awareness is the first priority, there is a fine balance required in order to engage with a well-qualified audience with relevant content as opposed to posting irrelevant content to an unqualified audience.

Speak to the right people, with the right message, at the right time