Social Media Data is Relative

Written by Nick Stamoulis

Categorized in:

When it comes to social media, it’s true that there is data you can look at, such as impressions, engagements, likes, follows, comments, and more. It is natural to try to increase these numbers, because these showcase the importance of social media, right? Well, not necessarily.

While these numbers are great to look at, they don’t always tell the whole story. Data for social media is all relative, and it all depends on what you are looking at. Here’s more information:

Data Doesn’t Show if You’ve Reached Your Audience

It is easy to be blinded by the data and assume that it is the ultimate measure of social media success. After all, it is the numbers that are tangible. Well, this isn’t necessarily the case. Data can be deceiving, and it doesn’t actually show if you’ve reached your intended audience.

For example, if your data shows that your post has received a high number of likes and shares, it is not enough to conclude that it has reached your target market. Your audience could be comprised of bots, people in different time zones, or people who are not part of your target market. This means that, data may not necessarily reflect successful engagement with your audience.

Social Media Has Benefits Beyond Tangible Results

While data is a useful tool in measuring social media reach, it doesn’t capture the intangible benefits that social media provides. For instance, social media can facilitate community building, customer service, and brand awareness. It can even indirectly help with SEO because if Google notices audience engagement, you may get a boost in the search engines.

These benefits are not quantifiable in the same way as data, but they are important in achieving successful social media presence and creating a strong brand identity. There’s now way to assess that based on the numbers.

Not Every Business Has a Large Audience

If you only get a small number of impressions, followers, etc on social media, this doesn’t mean you haven’t reached your audience. If you have a really specific, niche audience, your numbers will be smaller. We have noticed that businesses that try to get more engagement may not always succeed. The audience may be small, which means that the numbers will be smaller.

Instead, focus on the quality and relevance of your posts, and then trust that the right people will find your business. This is more important than the numbers themselves.

Not Every Business Has the Same Social Media Goals

It’s also true that not every business has the same goals for social media. Some may prioritize community building and customer service, others may focus more on generating sales and leads, and some may use it for brand building. Depending on the goals of the business, data may not be the most important metric to determine success.

For example, a business that aims to build a community on social media may prioritize engagement rates over click-through rates or sales conversions. Therefore, it is essential to understand the unique goals of the business and adjust social media strategies accordingly. The strategy should connect with the goals.

Before starting a social media strategy, it is important to consider all these factors. That way, you can not only create the right strategy, but also have realistic expectations.


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