Vanity Metrics can be useful information if analyzed appropriately. There is useful information to gather from the number of likes a post receives and the number of times that post is shared. If a company moves beyond simply boasting of a high number of followers and tunes in to comments made about posts they can become more reactive to customer complaints and praise. Responding to both of which can improve company image and possible profits.
- Social metrics are not always necessarily “vanity metrics”– they can be incredibly useful.
- Presentation of social metrics as useful to the company hinges on how they are shown and how they relate to company goals.
- Using social metrics can determine where best to use your social advertising budget.
“These metrics signal that your brand is connecting with people one-on-one within a public forum—an opportunity only social media can offer.”
Read more: https://blog.hootsuite.com/vanity-metrics/