“Vanity metrics” is a term you may or may not have heard about. It refers to the standards by which we measure our traffic and online viability. What we are now coming to understand is that several of these used to measure “results” can quite often be misleading and need 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 simple. The truth is, more followers translate to a better bottom line only when you are actively engaging with them, and building a relationship which leads to conversions. Merely developing a massive number of likes or followers who don’t make the transition to customers is fairly pointless.
- Comments – Since we are endeavoring to increase conversion, our goal with content must be more than creating posts (video, tweet, share) that generate a large number of comments, but no leads. Provide them with a reason to comment that leads them down the path to conversion, such as a leading question on the topic.
- Impressions – Mainly used in your advertising, the sheer 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.
A terrific piece on this is available at HubSpot.
Metrics you’ll want to keep close track of:
- Shares of your content – Even though this is not a concrete statistic, having your content shared in whatever form is a step in the right direction. This means that that your content making an impression (the right kind!) and is being passed 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 website in search, along with authority.
- Conversions – The endgame. You need to make sure that your social media and sharable content is ultimately resulting in more conversions.
Read more about this at Mashable.