Learn the true value of the vanity metric.
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.
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