The temptation of social is to only look at the headline metrics.

I chair the ‘Influencer Marketing & Influencer Relations’ LinkedIn Group. One of my roles is to approve all new member requests and I’ve some interesting stats to share. The group is very specific, and only professionals from the vendor-side are admitted – no agencies or individual consultants. These rules are to encourage uninhibited vendor to vendor discussion, free from agencies endlessly pitching themselves or steering conversations round to self-promotion.

We’re always reviewing the stats surrounding the group. We now have well over 850 vendor-side members. But what I wanted to share are the request stats. Since Jan’13 73% of all requests have come from agency-side or students. We’ve had to politely decline each of these.

It would be easy to boost the numbers by admitting every request. If so, we’d now enjoy over 2500 members. And that’s the temptation of social. Quality suffers at the hands of metrics – the core numbers are the first impression anyone gets and you’re rarely allowed the attention span to explain quality.

On social, no-one invests the time to think behind the headlines.

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