4 common measurement mistakes

There’s a whole lot more to effective social media than basic ‘like’ and follower counts. Don’t fall into that trap.

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1. You think size is the most important thing.

Saying your brand is successful because of the number of Facebook “likes” or Twitter followers you have is a lot like counting the number of friends you have instead of the number of friends you can count on.

Measuring data such as conversation, amplification and applause rates will showcase how engaged your audience is and help you identify growth opportunities.

2. You don’t know what the Facebook algorithm is or you don’t know how to manipulate it.

Facebook’s algorithm decides who, when and how users see your company’s content. Multiple changes this year have hurt brands by decreasing overall reach, exposure and engagement. To combat this, brands should be testing and maximizing on everything from post times to content type to calls to action.

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