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Social Media and the dilemma of Vanity Metrics

Social Media or digital marketing, at large is all about measurability and analytics – the ability to measure and quantify each step of the process is what separates it from traditional marketing initiatives. There is no dearth of Key Performance Indicators (KPIs) or metrics for a marketer to choose from. In fact, for the new or uninitiated, it can get overwhelming trying to make sense from the overload of information provided. Irnoically, a large portion of our marketing dashnoards are filled with what we call Vanity metrics.