It’s important to understand the difference between what “looks good” and what has real “impact.” Vanity metrics ostensibly show a high-performing campaign, but fake engagement and bot farms may very well be the source of those big numbers.
To obtain truer measures of impact, organizations need to start with refining their definition of success. Is the goal increased sales, increased site traffic, greater brand awareness or something else? Next step is to ensure that what they’re measuring aligns with those desired outcomes. That may require refining their key performance indicators (KPIs) and resetting expectations with leadership and their members.
– Caitlin Donahue, SVP of Curley Company