Two social media vanity metrics not to track from today.
- Facebook Fans (a.k.a. Page Likes)
- Followers (a.k.a. Page Followers)
I know that Facebook and other social networks have reported these social media vanity metrics publicly since 2006. In recent years, however, they have become useless.
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Besides, if you continue to use it in your reports, you will be a better liar and scammer than scammers who used “snake oil” as a medicine to treat various physiological problems.
That said, I am still amazed at the number of sellers following fans and followers on Facebook.
They mistakenly believe that these reports make these activities attractive to marketing executives who are still having trouble choosing which indicators to use as KPIs.
What Happened to the Tracking Fans and Followers?
These numbers will always increase in bad and good months, so sellers love these social media vanity metrics.
It makes social marketing look better and better, even if it’s not.
The phrase he invented with ÉmileCoué in 1920 is equivalent in modern times: “Every day, no matter where I am, I get better and better.
This method of psychotherapy and self-improvement based on optimistic self-management, later called the ‘placebo effect.’
Why is it not discovered that most traders had sold themselves to snake oil or placebo?
When they went to college, in the 20th century, they did not learn about social media marketing because it not yet invented.
They do not want to voice their ignorance and undermine authority by asking too many stupid questions to the younger marketer on social media.
And to make matters worse, many marketing specialists mistakenly believe that the number of fans and followers is the number of people who can see each of their posts and tweets.
If you are not a leading White House brand, influencer or owner, I am not prepared to carry bad news.
If you have 0.0035% of followers and followers who are now seeing or tweeting your message, you are in luck.
It is not a new trend. The event began on June 2014, which led Brian Boland, head of the Facebook advertising product team, to explain why the range of organic products on social networks is declining.
At the time, there was an average of 1,500 articles in a person’s news every time they logged into Facebook. Of the 1,500 projects, 300 released.
That was five years ago.
Since then, organic tentacles have collapsed like a wounded bird.
That was before the “Facebook Apocalypse” algorithm updated on January 2018, which prompted the owner of Facebook news source Adam Mosseri to explain it publicly:
‘Today, we use signals such as the number of people responding to posts, commenting, or sharing to determine their height in the news. With this update, we will also prioritize meaningful conversations between people. And interactive publications. To that end, we will expect the releases you wish to communicate with your friends and show them in your feeds. These messages inspire comments and comments on the comments and words you can share and respond to, whether it is a friend’s advice, a friend seeking travel advice, or a news or video article that caused a lot. Of discussion. “
“Due to the limited space in the newsroom, the number of posts sent by friends and family and the conversations generated by the update have reduced our public content, including videos and other posts from publishers or companies.”
How Many of a Company’s Publications are Affected by the So-Called ‘Facebook Apocalypse’?
Last summer, Buffer, and BuzzSumo partnered to analyze 43 million publications on 20,000 top brands on Facebook.
They found that the main page of the company increased its production from 72,000 publications per day in the first quarter of 2017 to 90032 books per day in the second quarter of 2018.
At the same time, the average commitment for each position increased from 4,490 bets to 1,582 bets per post.
We’re talking about the biggest brand in the world!
It should be noted that the promise of Facebook posts for all types of content has been removed.
- Average exposure per image increased from 9,370 in each publication in the first quarter of 2017 to 3,454 per release in the second quarter of 2018.
- The average participation per video increased from 5,486 to 2,867.
- The average commitment of the link dropped from 2577 to 763.
If you follow social media benchmarks that are just as important as the standard release issue, be aware that your Facebook marketing campaign has a survival crisis.
However, if you continue to follow page preferences or page followers, you and yourself at the top of the chart will misunderstand: “Every day, I will get better and better anyway.”
It is snake oil.
According to Winmo’s report, failure to identify essential indicators on social media explains why the average term of office of the CMO has dropped to 43 months.
According to the same report, the CMO’s mandate with the digital services provider is only 29 months (online business only).
According to a recent article in the Age of Advertising, several major companies have recently canceled positions in marketing executives, including Beam Suntory, Hyatt Hotels, Johnson & Johnson, Lyft, Taco Bell and Uber.
What’s the story behind it all?
Well, if you are the chief marketing officer, what would you say if your CEO asks one of the following questions?
- “Do our target customers know more about our brand after looking at the post or the tweet?
- “Do people share the messages, videos, photos, or tweets about our brand or product?”
- “Do customers plan to buy our products after reviewing publications, videos, photos, or tweets?”
- “What is the economic value of each visit to social networks on our site?”
The average term of the CEO is 7.2 years. If the CEO wants to continue, he should ask these questions to his chief marketing officer as soon as possible.
Regardless of your location in the organizational chart, the questions that senior management will ask are relevant to you.
So, if you do not replace the two social media vanity metrics on social media as soon as possible, you should probably update your resume early.
The Social Media Vanity Metrics You Need to Be Using
Fortunately, there are better benchmarks on social media.
Since October 2011, Avinash Kaushik has been hiding for the first time in their blog titled “Best Social Media Indicators: Dialogue, Enlargement, Applause, Economic Value” on their blog Occam’s Razor.
The definitions have evolved over the years, but here are the social media vanity metrics for each description and how it calculated:
- Conversion rate: represents the average number of comments/replies received per message (for example, session rate = several comments/number of words).
- Amplification rate: Indicates how many times each publication was shared/sent (for example, extension = number of actions/number of articles).
- Applause rate: Indicates the number of likes/likes you receive for each post (for example, applause rate = number of likes/number of posts).
- Economic Value: The economic value of each visit to the social network achieved by completing the goals of the website (for example, value = actual cost per session, which Google Analytics assigns for each completed activity). The amount calculated if a conversion called, which can make your business succeed).
Kaushik is Google’s digital marketing promoter. You have to assume that most marketing specialists will already use these ‘best social media vanity metrics.’ But that is not the truth.
Because the majority of social media marketing campaigns seem like a waste of time and money.
Most marketing specialists insist on using this indicator and expect no one to notice.
They expect their boss not to read Kaushik’s next article in June 2017. The material is titled “Stop all activities on social (biological) networks | solve profitable reality.”
You read it correctly. Kasik said:
“It’s time to point out an ugly fact, to become a brave person, to become a rational, rational judge of reality and to put an end to all the organic activities of the social networks of the enterprise. Everything. “
To prove his point, Google Digital Marketing Communicator interviewed two Facebook pages on Google.
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Twenty-seven million two hundred thirty-one thousand five hundred fifty-seven people like the Google Facebook homepage and 27,830,029 people follow it.
These are large numbers.
Don’t you want to inform the boss?
However, check out a recent Google Pixel 3a video article. Is:
- One thousand thirty-three replies (822 likes, 118 loves, 46 wow, 24 hahas, 21 fury, and two penalties).
- 178 shares
- 278 comments
There is a total of 1,489 commitments. These are not very large numbers.
Kaushik also saw the Google SME page on Facebook.
Found: 81,300 people like this page, 87,693 people follow this page.
Great, isn’t it?
But look at a recent article, such as a photographic article: “Quick Candles saw the opportunity to use the web to offer candles and decorations at a faster price.
With thousands of customer services, it has become a ‘perfume.’ “
It has 11 reactions (10 flavors and one love); No action and one comment.
Kaushik said that the “Google for Small Business” Facebook page is a total disaster almost two years before the launch of ‘Quick Candles.’ For the past six months, there has been no news for small businesses. “
He was right at the time. Unfortunately, nothing has changed today.
So, when I tell him not to follow social media vanity metrics like Facebook fans (page followers) and followers (page followers), I realize that it goes far beyond “hard work.”
Let me ask you a question: “Do you feel happy, punk?”
Sooner or later, someone will share this article with their boss. It could be you.
So, it can be the first tool in your organization to use TrueSocialMetrics (inspired by the ideas of Avinash Kaushik) to measure user participation on social media pages using methods such as session, augmentation, and applause.
You can also use this tool to compare the economic value created by all social media accounts and (hopefully) find the most effective way to do your business.
Besides, you can even compare the results with the results of the participants, because you do not need login credentials to analyze your competitor’s social media pages.
Hey, if you have an exception to the rules, you can go ahead and boast that you did so well.
However, if the dialogue, the increase and the rate of applause, and the economic value of all its activities on social networks are really zero, then it may be the first organization in the organization to offer a “Facebook Apocalypse” alternative, how:
- Advertise your most exciting news with ads.
- Launch an influential marketing campaign on Instagram.
- Go to Facebook Messenger Marketing.
That’s what you want. But you can no longer bury your head.