Likes, comments, and follows are all things a business thinks its social media and related content needs. But likes and comments, also called vanity stats, don’t pay the bills — or guarantee loyalty or customer engagement. A good rule of thumb is, if a robot can do it, it doesn’t count.

What does count is human sentiment advantageous to businesses and organizations. Sentiments aren’t always seen, but this doesn’t mean content goes unread or unnoticed. However, if they must be plainly seen, incentivize them with a special offer or discount.

Customer Engagement Is Key

Stats that count result in profit and financial growth. For an online store, it’s the click through rate, which leads to sales. For those who use video marketing, or blogs, it’s views.

Both of which can then lead to subscriptions, e-mail addresses for future campaigns, phone numbers for SMS marketing — useful to any business or organization. Everyone sells something, and it’s not always purchasable with money.

Here is a list of important actions customers perform in response to a business besides the lowly vanity stats:

Mentions

Mentions also result in sales and growth. The more a business or organization is mentioned, the more it shows up online. Mentions take many forms, which include…

Tags

Tags, an overlooked stat. A business or organization can be tagged, or future customers could be tagged. Popular tags tend to go viral and show up in search engines. And the tagged didn’t have to do or spend anything.

Reviews

Reviews also count. Reviews require a real experience, interaction. The more they pile up, good or bad, the more money and real people a business or organization has coming through. Consumers also innately trust reviews. Reviews drive research and engagement, which can lead to loyalty, and eventually evangelization, A.K.A. free advertising.

Final Thoughts on Vanity Stats

It’s important to trust your numbers, but ultimately, not all the numbers count in the long run. Knowing which ones do is essential, so they can be invested in and grown.

Find out how Workspace Digital can provide you with the necessary Digital Marketing statistics for your industry and connect with us today!
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