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May 24 Posted 2 years ago
I wanted to "like" this for the title alone.
However -- it's easy as an outside consultant to say this. The reality is that if you're the employee responsible for social media, your boss will want something to show for the investment in you and your team. The number of followers/fans may be a cop-out to present as a KPI, and even worse a pursuit, but you'll still need a measure of success, so can you blame someone for emphasizing the simple number that shows progress?
If you're going to say this -- and it's a point I completely agree with -- offer alternatives. How do I convince the marketing director this is a useful strategy? i'd emphasize the aims, and putting metrics against those; instead of blowing hot air with a 23% increase in followers. And yes, building a solid community rather than inflating the numbers is more of a steady, but lasting approach, and will have more impact. But you'll need more to show for it than just "this is better", especially if it means that initially, it may look far from spectacular in a graph.