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Unicorn Metrics


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Caution: I am not a Social Media “Expert,” “guru,” “ninja” or “shaman.”

When we counsel our clients about what metrics are important for measuring a successful communications campaign, we often lob oral grenades such as engagement, influence and interactions. These kinds of metrics make you feel great.

But they don’t really exist. They have the possibility to exist and some folks have come close to making them a reality, but for the most part, these metrics are figments of our social media dashboard’s imagination. They’re Unicorn Metrics. Continue reading