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Marketers know that social media is one of the most efficient and cost-effective ways to market their wares and bolster their brands. However, the effects of social media are often hard to quantify, and marketers can have a hard time explaining exactly what they have achieved using digital channels.

Unfortunately, often no direct link exists between a quality social media marketing campaign and improved sales and revenue. But that does not mean that an important (albeit indirect) link doesn't exist.

CEOs and other C-suite executives like to be confronted with cold, hard facts and figures when they assess the value of any marketing technique. And social media is no different. The trouble is that C-level executives often have a crude understanding of social media. So, some of the terms social media marketers like to use when explaining the effects of their campaign (such as "engagement," "online presence," and "click-through rate") are often dismissed as wishy-washy faux proofs.

Marketers who find themselves in this position can either:

  • Learn to translate their achievements into C-suite-friendly language
  • Help their superiors gain a better understanding of what social media is and how it is best assessed

In my experience, Option A is almost universally preferable. Bosses often don't have the time or inclination to learn about social media.

However, Option B, if possible, is important, too. By imparting a good understanding of what social media is and how it is advantageous, social media marketers can speak about what they've achieved in their own words. So, after you've wowed your boss, make sure you seize the moment and explain social media in general.

Vanity Metrics vs. Actionable Metrics

Vanity metrics make you feel as though you are succeeding when perhaps you're not. Therefore, what counts as a vanity metric depends as what you define as success.

For example, if the goals of your social media campaign are to raise sales and revenue, then vastly increased numbers of "likes," "shares," and "follows" may not be enough. However, if your posts are receiving lots of "likes" and "shares," and getting you many more followers, you may feel as though your campaign is effective—even if none of those likers, sharers, or followers purchases a single item.

We'll take it for granted that the overarching goal of your social media campaign is to generate more sales and revenue. After all, this is the primary reason businesses use social media.

Unless you're simply raising awareness (if, for example, you're running social media for a charity), vanity metrics often include...

  • Number of likes
  • Number of shares
  • Number of followers
  • Number of downloads
  • Number of page views

In short, a vanity metric is a metric that has no direct link with the overarching aim of your social media campaign to increase sales and revenue. That doesn't mean that those numbers are not important; it just means that they are not going to please your C-suite seniors.

Understanding Actionable Metrics

Actionable metrics are a slightly different breed. Though they may be harder to gather, actionable metrics are tied much more to your business objectives and goals than vanity metrics are.

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Don't Fall for Vanity Metrics When Measuring Social Media ROI

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ABOUT THE AUTHOR

image of Lilach Bullock

Lilach Bullock is a social media marketing consultant, trainer, and highly regarded speaker.

LinkedIn: Lilach Bullock