Vanity metric
A number that looks impressive but doesn't show whether social media is helping the business, such as follower count or likes alone.
Followers, likes and impressions are easy to grow and easy to show off, but they don't pay the bills on their own. 50,000 followers who never engage are worth less than 2,000 who buy.
They're not useless: they can show direction. They just shouldn't be the goal. Tie reporting to outcomes, such as engagement rate, clicks, sign-ups and sales.
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