Ignore social media metrics before abusing them

This is the first in a group of posts in which I explain why I have advised some clients to adopt a “dynamic brochure” social media strategy, focusing on publishing, active listening and “pulse” metrics while ignoring “performance”-related metrics.

Winning the social media game
Racking up “likes” in the addictive game of social media isn’t the same as delivering ROI

As a client once pointedly asked me, “how much social media do we need?”

The answer lies in measurements of both the pulse and performance of social media activity.

Yes, I know measuring social media performance is almost universally considered a best practice. No, I’m not intimidated or uneducated when it comes to metrics (quite the opposite: I have an undergraduate degree in social psychology from a department with a hard-core approach to statistical methods). I am opposed to the abuse of metrics, however, and I accept the fact that not every organization is prepared to use them correctly.

For many businesses, the measurements that are accessible aren’t actionable. And often enough accessible metrics are abused just because they are the only ones available. I advise those organizations not to focus on metrics, and the strategy described in this post is for those organizations.

What do I mean by pulse and performance? Let’s say you are Continue reading “Ignore social media metrics before abusing them”

Want popularity in social media? Start with the primal urges.

A recent conversation with the founder of a newly-launched company seeking to catch a wave of social media buzz inspired me to create a video post for the Audienz Blog entitled The Masolovian Solution for Social Media Audience Building. The idea is that Maslow’s list of basic human needs can be used to help you spot the images and stories that are going to attract and engage your social media followers. Check it out, and please give me your feedback!