We’ve recently come across this particularly striking picture campaign for Unicef. Simple in design, it delivers an incredibly poignant message to brands and creative agencies alike: Likes and follows are not a currency.
In terms of campaign measurement and evaluation, it can look impressive to see that your follows or likes have skyrocketed since an online campaign began. But don’t think of this as an end result, because it isn’t. These “vanity analytics” are only short-term measures, and are unreliable as a result.
The commonly used Awareness Attitude Usage (AAU) metrics demonstrate how brands can realistically measure consumer engagement. Far from simply tallying up how many people can click a “like” button, these metrics establish consumers’ long-term relationship with your brand - how they view your company and products, and if they actually buy them.
In order to deliver longer-term results, media needs to work in tandem with more traditional marketing channels. Notably in America, this convergent marketing is rife, with all media, including TV and billboards, creating prompts to other platforms. This helps create a longer-term engagement with a campaign, resulting in measurable changes in consumers’ attitudes or usage. Social media “likes” cannot generate such results on their own.
Social media can play a role in marketing, but it needs to form part of the bigger picture when helping to establish long-term relationships with customers. The same is to be said for “vanity analytics” – they can be used to explain short-term trends, but they need to be coupled with longer lasting, trustworthy analytics (such as AAU) in order to determine the true value of a campaign.
All images found on Google. No offense or copyright infringement intended. Images can be removed if requested by originator.
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