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When a Social Media Impression Is Not an Impression

When a Social Media Impression Is Not an Impression | MarketingHits | Scoop.it
The social impressions metric – and the number in the multi-millions that typically precede it – is often the fail-safe analytic tool of the social media marketer. This seemingly arbitrary number, typically totaling in the multi-millions, can be quite impressive at first blush (and look good in a deck to the client). However, leaning on this metric crutch does a disservice to social because it clouds what truly differentiates social from other marketing –engagement and actual awareness that comes with it. 
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