One should never establish any program or initiative unless the outcome can be measured. But, what happens when the metric is unreliable?
A common challenge facing industry professionals today is measuring the ROI of social media. Unfortunately, conventionally accepted methods rely upon faulty logic and reasoning and ultimately provide nothing of true value.
Metrics must have substance and should actually yield useful data that benchmark a specific result or action. Otherwise, your yardstick is nothing more than fool’s gold, which led to the ruin of many well-intentioned prospectors during the US gold rush of the mid-1800s.
Don’t make the same mistake by utilizing today’s social media iron pyrite: vanity metrics.