As marketers, we all love data, but to be honest, most marketers base their success on a social media strategy with less value. What are these vanity metrics? Vanity metrics are Likes, impressions, page views, shares, comments, followers, open rates, traffic, time on site, bounce rate and clicks. They are the most commonly used metrics to measure the effectiveness of marketing campaign activities. What is the problem with these vanity metrics? Vanity metrics are easy to collect in large quantities, and most platforms provide them. It is challenging because they are confusing when measuring a return of investment or commercial value. Some social media campaigns may appear to be succeeding because of vanity metrics. Why do vanity metrics have no meaning? Why is it valueless? Simply because they are manipulated and do not provide us with accurate information about our business or the action of our followers. The vanity metrics may only convey half of the story. Counting traffic is useless...