Social Media is a slippery sucker to pin down.
Everyone wants to be good at it. However it seems that few want to be accountable for their performance.
Here’s what I mean.
Recently, I’ve seen a resurgence of posts tackling social media’s favorite whipping boy, Klout. Many believe that the scoring service overreached. They say that Klout is just a tool for rating popularity. And since we all hate popularity contests, the tool has been widely scorned as being shallow and wrong-headed.
Right or wrong, the well-meaning mob is killing off a tool to measure Twitter, Facebook, and LinkedIn activity. Another performance metric bites the dust.
This isn’t the only metric to face the firing squad:
“Sorry it can be gamed by bots”
“Not a true reflection of your influence (or popularity)”
“It’s about engagement not numbers”
“Likes isn’t the same as behavior”
“Please! Just populated by sycophants and glad-handers.”
“Decent but really only available to personal blogs since corporate blogs can’t seem to inspire a dialogue.”
And so on…
I’m sure you’ve sat in conferences or watched webinars where respected Social Media pundits scream…”It’s not about ROI its about engagement/conversation/humanity!” – whatever.
Eventually we are left with debating semantics and silly protocol because all the substantive measures are demonized by kumbaya groupies. As a result, the discipline of social business suffers because no one can have a rational (non-circular) discussion about performance.
Why Most Blogs Struggle to Succeed
I’m frequently asked – “What’s wrong with my blog?”
My first question is – “How much traffic do you get?”
I often hear…
“I don’t track that – it’s about engagement.”
(Me) “Ok, what type of blog posts get the most comments?”
“I don’t look at that. The numbers are irrelevant.”
(Me) “Right…What blog post titles get retweeted and shared?”
“It’s about conversations not retweets.”
(Me) “So what do you want to accomplish?”
“I want my blog to be successful!”
(Me) “And how do you know it’s not?”
Stop Measuring Only If You Don’t Care About Success
Folks. It’s kind of simple. You manage what you measure. If you choose to assassinate every accountability metric then you have to live with poor performance.
Go ahead and throw out the numbers if you truly don’t care about success. But if you have an inkling that at some point you will need to justify your time or salary then you need to get cozy with accountability.
The year is still young.