“The performance/success of a campaign: Twitter campaign in this case, can be measured to an extent by impressions: “likes,” retweets, comments, followers, open rates, views, traffic, time on page, bounce rate, etc.

But there is one glaring problem; these vanity engagements amounts to nothing, on paper they look impressive, they give off the aura of views/reach, of a successful campaign, but truth is they are not “actionable metrics”...

and hence rarely leads to a “sales conversion” if sales is the business goal here.

And why is that a problem?

“Likes” don’t equate to a sales conversion, a “retweet” don’t amount to a purchase, does it?

Having 6k followers with only 10 active & not buying, isn’t really the best way to run a business for profit, yes?

A “comment” as a metric doesn’t just hold any correlation to a campaign goal, if the goal is to bring in 10% sales before the quarter closes...

But, these V-metrics could also count as campaign goals or the overall business goals only if that’s exactly the “why” of the campaign...

V-metrics, re certainly not useless-quite d contrary; they may serve as experimental yardstick to measure “non-transactional” goals, from organic audience/followers growth, to measuring how well your content resonates with your audience across multiple channels/single channel.

Counting metrics becomes pointless, unless paired and on par with a business goal or campaign/marketing objective.

Seth Godin says, “Those clicks, views, and ‘likes’ are only there because they’re easy, not relevant.”