measure-social-media-metrics1“Vanity metrics” is a term you may or may not have heard of. It refers to the standards by which we assess our traffic and online viability. What we are coming to realize is that several of these used to measure “results” can quite often be misleading and ought to be politely ignored.

Those you can safely ignore:

  • Likes, Followers and Connections – The one with the most followers wins, right? If only it were that easy. In reality, more followers translate to a better bottom line only if you are actively engaging with them, and building a relationship which leads to conversions. Merely having a massive number of likes or followers who don’t make the transition to customers is fairly pointless.
  • Comments – Since we are trying to increase conversion, our goal with content needs to be more than just creating posts (video, tweet, share) that generate a great number of comments, but no leads. Give them a reason to comment that leads them down the path toward 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 does 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, examine click-thru rates and conversion rates.

More on this subject can be found at HubSpot.

Those you should keep an eye on:

  • Shares of your content – Even though this is not a concrete statistic, getting your content shared in whatever form is a step in the right direction. This indicates that your content making an impression (the right kind!) and is being shared 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 site in search, along with authority.
  • Conversions – The holy grail, so to speak. If all of your social media and content isn’t ultimately leading to conversions, you need to take a good look at it.

Read more about this at Mashable.

Charlotte Howard (590 Posts)

Charlotte Howard the “Book Writing Prosperity Coach” has created multiple 6-Figure+ successful brands teaching beauty industry professionals, women entrepreneurs, experts, coaches, authors, speakers and service based organizations how to amplify their message, share their story and use their expertise to impact people’s lives. She has a passion for helping her clients to create freedom based 6-Figure+ businesses by writing best selling books, programs and products. She is a book publishing expert and strategist who personally published over 1000 best selling books in 13 different languages. She is also the executive talk show producer and award-winning star of Heart Centered Women TV, Heart Centered Women Media Podcast and Success and Beauty Talk Radio Show on iTunes, which debuted at #1 on iTunes in multiple categories. She has been called by the Information Marketing Journal a “Information Marketing Genius” and featured in over 1000 media outlets including ABC, NBC and FOX. Are You Ready To Create Your Next Best Selling Books, Programs and Products? Contact her and her team today for a complimentary strategy session. Call 843-376-9044 or visit http://www.iamcharlottehoward.com.