Harrison Shih says, “Following the launches of brand-centric services on sites like Facebook, YouTube, LinkedIn, and Google+, social media was the place for businesses to acquire new users and engage their fans. This seemed like an efficient way to get exposure: Businesses could essentially “rent” a spot on Facebook, much like a small shoe brand could rent a store in the mall to take advantage of the infrastructure and heavy foot traffic.

As brand pages grew on social sites, they tracked volume metrics such as the number of “likes” or followers, as well as interactions such as sharing and re-posts of their published content.

While a page’s number of followers has value, and can certainly predict the health of a brand’s community, it doesn’t equate to true value. Many social media metrics are vanity metrics“.

The Argument For Investing In True Fan Engagement


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