Using vanity metrics to measure the performance of content campaigns on social media is perhaps one of the simplest things to do in marketing, but also one of the most difficult.
It’s simple because vanity metrics are easy to obtain in large numbers – all platforms supply them; it’s difficult because they are often ambiguous when it comes to reporting a return on investment (ROI) or value to a business. It’s this second point that is the thorn in the side of many marketers struggling to discover the true value of a vanity metric to a business.
In this article, “vanity metrics” include impressions, “likes,” shares, comments, followers, open rates, views, traffic, time on site, bounce rate, and many more. Often called “engagement metrics” or “consumption metrics,” they simply are the most-used metrics in social media, content marketing, digital advertising, PR, and inbound campaigns to measure the performance and success of our marketing efforts.
Influencer marketing has become the talk of the town, with many embracing it as part of their marketing and PR strategies. Slowly, influencer marketing is replacing certain forms of traditional advertising, as marketers realize they can increase their reach by partnering with personalities that have large followings on their websites and social media platforms.
While everyone approaches social media with the best intentions, mistakes can happen, and those mistakes can lead to significant disasters for brand PR. Here are some examples of major social media fails, and what social managers can learn from them.
As digital marketing increasingly becomes more and more measurable, there is no reason brands should not understand the effectiveness and reach of their social media. Gone are the days when traditional PR and media strategies relied on the “spray and pray” method. Today, businesses can know exactly where, who, what, and why an influencer or
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