Reproaching social media marketing’s vanity metrics is now almost a cliche. Unfortunately, many marketers continue to use them, and their limitations still hold true. Managers, directors, and executives don’t want to hear how many ‘likes’ or clicks a post received when they’re expecting business results.
Here is the problem: When ROI is framed in terms of the traditional social marketing metrics, trust is lost.
So how do paid media marketers - social marketers, in particular - build trust in the organization with the metrics they report?