Vanity Metrics: Converting “Likes” to Action

In her latest Marketing Land column, Social Media Marketing writer Courtney Seiter challenges readers to think beyond the “vanity metrics” of Facebook likes and Twitter followers to really think through the actions that will lead to increased businesses.

Seiter acknowledges that brand exposure is a plus even in these passive consumer activities, but that exposure alone doesn’t generate customers or revenue. Instead, she challenges owners to ask what specific conversion metrics would be useful. What is the goal of a Facebook like? To get someone to subscribe to your email list? To get someone to your physical location? To generate excitement for or participation in an upcoming event? Pinpoint specifically what you want users to do after those likes and follows, and start optimizing for those actions.

Once you’ve defined what you want potential customers to do through your social media pages (like sign up for a coupon mailing), you can measure success by converting likes and follows to those specific actions. Thinking strategically allows you to manage your web presence with purpose. Black Tie Digital Media can help you to craft a social media campaign based upon results, not vanity metrics. Contact us to begin converting those likes to buys!