“We got more ‘likes’!” Great. Now what?
You spent time, energy, brain cells, sometimes money to get “likes,” but what’s the point? What’s the end game?
Let me be clear: “Engagement” and “interaction” are fuzzy metrics used by good-meaning social media strategists who have no idea what they’re doing.
If you’re paying someone for social media management and the only metric they can point to us more “likes” or “more retweets,” run the other way. Get out.