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Is your social media marketing strategy relying on so-called “vanity metrics”? Pageviews, Twitter followers, Facebook likes and even conversion rates fall under that umbrella, as Ivory Madison reports for Harvard Business Review.

Instead, you should be relying on “actionable metrics”. Relevant revenue, sales volume, customer retention and relevant growth are counted on here. To determine your success in these areas, you simply need to compare your company’s results with the involvement in social media in certain projects.

At the core of any good metric is a clear cause and effect. You should be able to translate the actions taken on social media and translate them directly into the success of your business.

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