Navigating Beyond Vanity Metrics — Do Followers, Likes and Comments on Social Media Really Matter?

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Social media is filled with vanity metrics to the point that they are often used to quantify the success of any particular campaign. From follower counts to likes, comments, quotes, and reposts, everyone chases this engagement, but few people can actually tell you what they mean or why they matter.

When performing a Google search, there’s an endless line of marketplaces that offer to sell us these vanity metrics so that we can flex a number on a screen.

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