Vanity metrics – the scourge of our social media obsession. We’re more obsessed with likes than we are engagement and conversation.
This is a regular conversation topic of late when I’ve been networking and a first question is often around the value in social media. I’ve happily kept quiet and observed whilst some people have raged against it, and others have praised its worth.
For me – it’s take or leave. I see the value in it however I won’t try to post every single day – although I know this will raise my visibility. Also I won’t try to comment to everything I read – unless I feel I can add value or show appropriate appreciation.
However the biggest issue I have is the obsession with vanity metics – that is, the metics which may look good but doesn’t prove anything. Ie; page views or ‘likes’ or increased follower numbers. But isn’t this a sign of social success you may ask? Well… yes and no.
For me, an organisation can approach social in several different ways. Let’s take LinkedIn as an example for the sake of this. At each stage, or level, it’s important that what you post considers several things, such as;
- Your business; values.
- Your business; purpose.
- Your business; industry/products/services.
- Your audience; challenges/needs.
To take this a step further you could think as follows;
- Showing our values to represent the type of company we are (to attract/align with customers)
- Demonstrating our purpose – possibly as a point of differentiation.
- Showcasing what we do, with evidence and proof – not just empty claims.
- Highlighting how the above solve client problems (they know they have or don’t know they yet have).
- The list could go on…
So where does it go wrong for some businesses?
In short, it’s lack of planning. I mean real, strategic planning. Instead (and I’ve seen this so many times) some businesses decide on volume over purpose; post more, no matter what.
And here where it goes wrong;
- You struggle for content, so post anything. It becomes noise.
- You talk about your products, but over a course of time, these don’t change.
- You mention your purpose and values, but struggle to evidence this in real life.
- You let people what presentations you attend, but don’t add anything to the debate.
- You talk about client problems, but are unable to say if you’ve resolved them.
The results
Yes – you’re posting and making noise. But for what outcome? Likes from your team and friends? What about your industry? What about your customers?
So what should you do?
I’m no LinkedIn expert, however I do feel that sometimes you’re better saying something noticeable rather than continually talking without reason. In a former role I worked with someone in the wonderful world of data analytics when the term ‘big data’ suddenly became vogue. His approach and tone of voice was controversial to some (“companies talking about big data is like teenagers talking about text. Lots of talking but they don’t have a clue what they’re talking about”.) This got plenty of attention – and plenty of interviews in the vertical media too. In social media – it created debate. That wonderful thing where some people get overly excited, some get offended and some take it way too personal – however it was something of which came outcomes, collaborations, alternative thinking and ideas-galore. Take away the trolls and the keyboard warriors, and it was a great result. The cage just needed a rattle.
Should I rattle the cage? Is that what you’re saying?
No. Not unless you can stand by your statements and support your ideology. However.. if you have a valid option, share it. Accept it’s not for everyone and don’t be precious if or, indeed when, some people object.
Have purpose. Tell a story. Demonstrate and back up your claims (“ground-breaking”, “innovative”, “unique” etc).
What about LinkedIn – have you lost your thread?
No. Almost, but not quite. Vanity metrics. That was it…
When you do post and people do more than ‘like’, then something is happening. When people interact and engage you’ve struck a chord and something has resonated with them. That sinks in deeper than seeing what sandwich you had for lunch. And from conversation and discussion comes insight. People open up, ideas are shared, opinions viewed. Use it. Soak it up.
Remember, “there is no conversation more boring than the one where everyone agrees.”
Above all – keep making noise, for good reason.