The mistake many brands make when it comes to social media is that they measure the wrong metrics, pushing for growth in their social media audiences and obsessing over the number of likes or engagements a particular post receives.
Measuring a metric that does not drive a tangible business value is a pointless exercise, says Sabrina Andreucci, strategic director at Social Media 101, adding that engagements and likes don’t typically translate into sales...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.