The time is running out for vanity metrics

Social media has come a long way. You can tell this by its ubiquity.

Back in the late 1990s when I was a tech journalist, I interviewed the MD of Acer UK, an Australian chap called Dion Weisler. He was a great interview subject, quickly setting the tone for a relaxed and informative conversation, peppered with tales of swimming training (he swam in the Australian Olympic team). These days he’s running HP in Asia Pacific & Japan.

One of the last questions I asked him that day was about the internet. Back then there was a lot of talk about the internet and what it might or might not do. When, I asked, would the internet become something businesses could rely upon and use productively.

“When people stop thinking about it,” came the answer. My blank look must have prompted further explanation – “when it’s a utility, like the phone, you just take it for granted and use it,” he said.

That conversation took place almost 15 years ago; it’s funny how some things stick in your head. Well, in my head.

We’re not quite there with social media, but stone me if it isn’t just about everywhere these days. And almost simultaneously the world has gone stats and data mad.

It strikes me as somewhat ironic that we have the ability to measure so much, yet so many businesses and social media acolytes are failing, day in day out, to actually measure anything of value.

How many likes you have, how many people follow you on Twitter, how many retweets you get… these remain the Dollars and Cents, the Pounds and the Pence of how the bulk of the digital comms world accounts for itself.

And yet these numbers are at best valueless, and at worst completely pointless. The only purpose they serve is to allow you to show off about how seemingly popular you are.

Sooner or later, this has to stop.

So why not make it sooner?

These vanity metrics might make the less enlightened look, and feel, productive, relative and validated. They might even cut it with mid-level marketing managers who are being judged against a fairly unimaginative set of criteria. But they are no indication of anything transactional ever having taken place. Nor whether anything ever will.

Sadly, once those mid-level marketing managers’ quarterly reports go further up the chain of command, any detail there was starts to become diluted. Similarly, the likelihood of finding many people sitting on the board with an instinctive feeling for digital communications becomes a remote one.

Which is great if way back down at the agency coalface you haven’t actually got a clue about how you’re going to help your client sell any more of those things they sell in order to make the money that eventually trickles down and pays your miserable wages.

If no one’s ever really pushed back and challenged you on why they ought to be forking over great wads of cash in order for you to increase the number of likes their Facebook page gets, I’ve got news for you – they will eventually.

Maybe not today, maybe not tomorrow, but soon… as the line in the movie Casablanca goes.

A lot of money has been spent on social media marketing. The number of social media marketing case studies with actual demonstrable ROI doesn’t reflect that.

I don’t know about you, but I don’t intend to be one of those who can’t answer the ‘show me the money’ question once the board-level execs finally start to question whether digital communications activities are worth the paper they’re written on.

If the things you measure are lacking in business value, you need to start measuring something else. It could be web traffic or sales leads, who knows… just make it something that your client’s business can relate to.

See also:

Why it’s time to stop counting your retweets