With social media, it?s black and white: More impressions get more clicks, more clicks mean higher engagement and that equals sales. Well, that?s what the world of social media seems to think.
For brands with thousands of followers, that kind of process might work, but one size does not fit all. The idea of a neat sales funnel packed with leads built by popular pieces of content is a cute concept, but for most businesses, it is simply unrealistic.
Nevertheless, when you are responsible for a company?s online presence, the objectives come thick and fast: ?Turn 100 followers into 10,000, make us thought leaders and create leads.? With countless case studies to back up the potential, it?s no wonder that everyone wants a piece of the action. Unfortunately, that?s where the problems begin. Most brands want a quantifiable goal; something that has a scale. What could be a simpler benchmark than impressions, clicks and engagement" Businesses think they can get a ratio of pounds to likes and that will give them a concrete understanding of whether they hit their target. One study even claimed to value each Facebook like as being worth $175?that?s clearly madness.
Yet these inaccurate estimations only pour petrol on the forest fire of social media hype. The likes get counted and your content earns a score. Before you know it, you?re chasing vanity metrics with no real care about what kind of following is amassed.
These kind of objectives start to box in the creativity. You?ll see...