Which Social Media Metrics Should You Ignore?
“Vanity metrics” is a term you may or may not have heard of. It refers to the criteria by which we measure our traffic and online viability. What we are coming to discover is that many of these used to measure “results” can frequently be misleading and need to be politely ignored.
Here are a few you can safely ignore:
- Facebook Likes, Twitter Followers and LinkedIn Connections – Whoever has the larger numbers wins, correct? If only. The truth is, more virtual bodies following you results in better conversions only if you are actively engaging with them, and building a relationship. Having loads of likes or followers who never make the conversion to customers is essentially pointless.
- Comments – Since we are trying to increase conversion, our goal with content needs to be more than creating posts (video, tweet, share) that generate a great number of comments, but no leads. Provide them with a reason to comment that leads them down the path to conversion, for instance a leading question on the topic.
- Impressions – Mainly used in your advertising, the number of ad impressions is relatively useless, as it will not indicate any measurable action. Simply having your ad display in front of a couple of million computer screens is no real measure of how it performs. Rather, look at click-thru rates and conversion rates.
A terrific piece about this can be found at HubSpot.
Metrics you’ll need to keep close track of:
- Shares – Having people share your content, emails and other media is a step in the right direction. This means that not only is your content making an impact, but it’s also being spread around.
- Social mentions and citations – Seeing that Google is now including social signals and citations into the search algorithm, this is an element that is very helpful. This aids your website in search, as well as authority.
- Conversions – The endgame. You need to make sure that your social media and sharable content is actually leading to more conversions.
Read more about this at Mashable.