{"id":21144,"date":"2019-06-27T11:30:30","date_gmt":"2019-06-27T11:30:30","guid":{"rendered":"https:\/\/www.heartinternet.uk\/blog\/?p=21144"},"modified":"2019-06-27T11:30:30","modified_gmt":"2019-06-27T11:30:30","slug":"goodbye-vanity-metrics-hello-quality-metrics","status":"publish","type":"post","link":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/","title":{"rendered":"Goodbye vanity metrics – hello quality metrics"},"content":{"rendered":"

A metric is a method of measurement. It\u2019s a term you\u2019ll hear a lot in marketing – \u201cbrand awareness metrics\u201d, \u201cbounce-rate metrics\u201d.\u00a0 You\u2019ll also hear about \u201cvanity metrics\u201d. These are measurements of social media Followers, Likes, Page Views, Shares, and all those social media goodies which feel so important.<\/p>\n

Are metrics a problem?<\/h2>\n

There are concerns – in the corridors of power – that these metrics might really be measuring our descent – and particularly that of our children – into mental illness. They are even talking about Social Media Addiction<\/a> and discussing having that recognised as a mental health condition.<\/p>\n

It\u2019s true that platforms – particularly Facebook, Instagram and Twitter – make skillful use of their infinitely changing scrolling single page configuration, to keep our eyes glued to the screen. But, whether this, alone, can constitute addiction, remains to be seen.<\/p>\n

A social or unsocial future?<\/h2>\n

Science fiction writers have always been a pessimistic bunch. They\u2019ve always predicted that new technology will turn against us (such as the self-aware computers of The Terminator and The Matrix) or that they will be used against us by others (such as Big Brother\u2019s telescreens in \u20181984\u2019 or a steady-stream of designer viruses that hasten the inevitable zombie apocalypse); but few writers have got under the skin of the culture in the way that Charlie Brooker has.<\/p>\n

His \u2018Black Mirror\u2019 TV series has depicted a wide range of pessimistic visions of the near future of technology, never more-so than in the episode \u2018Nosedive\u2019, where your every act is rated and influences your overall socio-economic score. The higher your score, the more services you can purchase. You literally can\u2019t function in society without a high score – so acquiring one becomes a full-time obsession. What makes this system particularly pernicious is the way that the scores of your friends and relatives can affect your score. If they lose points, so can you.<\/p>\n

Brooker clearly meant this to be a satire of the way people can chase social media approval through pursuing likes and shares.<\/p>\n

Chasing stats<\/h2>\n

Although this is, thankfully, an extreme example, it\u2019s exactly the scenario that the notion of social media craving is concerned with. After all, it\u2019s perfectly natural and human to want the approval of others.<\/p>\n

Businesses pay attention to these metrics, too; but a professional interest in getting Likes and Shares is more concrete – businesses want *customers* to Like them, rather than Friends, because customers who Like a business are aware of that business and, therefore, are more likely to spend money with that business.<\/p>\n

It\u2019s the same methodology that inspired shop-keepers to hang signs outside shops – tell people you\u2019re here.<\/p>\n

But there are techniques for doing this which are unlikely to put cash in the register.<\/p>\n

Clickbait: <\/strong>You\u2019ll never believe what happens next \u2026 People got wise, is what happened next! Using inflammatory and, often, deceptive headlines to get people to click – then spreading the article over several pages which required many more clicks – is arguably a method for creating the illusion of Reach. These aren\u2019t customers, they probably aren\u2019t even readers. What they are is people who have learned to distrust tabloid-style headlines in their social feeds, and now don\u2019t click on them.<\/p>\n

Followers: <\/strong>Is having thousands of Followers on Twitter a good idea? On the face(book) of it, yes – but not if those people are Following you simply to get you to return the favour. That\u2019s not an exchange that results in either party doing good business. And, if your business is a single shop in Manchester, say, you need to weigh up the commercial value of getting Likes from people in Milwaukee or Moscow.<\/p>\n

If you have a thousand Followers on Facebook, that\u2019s a great achievement. But, if you only get Likes and Comments from ten people – the same ten people Engaging with you time and again – then your Content is clearly not working for the majority and, given the way the Facebook algorithms work, the less they interact with your posts, the fewer of them they will see \u2026 Causing a downward spiral.<\/p>\n

Likes: <\/strong>\u00a0It\u2019s easy to become intoxicated by the number of Hearts, Thumbs and Smiley faces your Content receives. Of course it\u2019s gratifying to see that people like what you\u2019ve done. You get that little buzz of Dopamine that makes you momentarily happy. But the danger, from a business perspective, is to dedicate too much time to chasing those Vanity Metrics – when they aren\u2019t directly leading to sales.<\/p>\n

Going organic<\/h2>\n

Businesses have noticed, in the last couple of years, that their \u2018Organic Reach\u2019 – that is the number of real people who have seen your post, without you having to pay for them to – has gone down, pretty-much across the board.<\/p>\n

Neil Patel reports<\/a> that, in 2016, the Organic Reach of businesses across Facebook, Instagram, LinkedIn, Pinterest, Twitter and YouTube dropped off a cliff – even though the number of Social Media users was still growing. Patel suggests that this was a deliberate \u2018clamp-down\u2019, in order to encourage businesses to spend money on boosting their posts.<\/p>\n

He also reports that, in the same year, business spend on boosting posts massively increased. What a remarkable coincidence!<\/p>\n

Businesses are willing to spend the money in order to get their Social Content in front of as high a number of people as possible.<\/p>\n

So, forcing businesses to pay for engagement a good thing!<\/p>\n

Yes, you read that right.<\/p>\n

But *why* is it a good thing?<\/p>\n

Because it forces companies to make their Content *better*! If they want to get a decent return on their investment, they have to boost Content which is, by definition, engaging. Businesses have to *earn* the Likes and Shares through careful and considered Content, rather than the scatter-shot approach of sharing dozens and dozens of posts in the hope that *something* connects.<\/p>\n

When you want to get Engagement from real people – quality is key!<\/p>\n

Generating quality metrics<\/h2>\n

No form of marketing can be considered an exact science – it can only *inform* and *influence* customers, it can\u2019t *compel* them to shop. Not yet, anyway.<\/p>\n

But social media marketing can, at least, be measured. There are Metrics recording the numbers of people seeing posts, watching a video, or clicking a link.<\/p>\n

SEO, likewise, can produce measurable and valuable data. Google Analytics offers you Metrics to reveal how long users stay on a website and which pages they visit.<\/p>\n

Hopefully your checkout will tell you whether or not they buy anything.<\/p>\n

All of this gives certain Metrics real value. But which ones are worth the effort?<\/p>\n

Facebook page overview<\/h3>\n

Facebook Insights provides Page Admins with analytical data about Page Visits and Engagement. In the Overview, you can find the info about Engagement with Active Users. Active Users being the ones who have interacted with a post in some way.<\/p>\n

This can help you understand which posts work for you, and in which way.<\/p>\n

Twitter analytics<\/h3>\n

This offers you a detailed breakdown of Engagement for your Twitter feed, including allowing you to see how many click-throughs you\u2019ve received. You can also export this info into spreadsheets that allow you to compare and contrast the success of different Tweets.<\/p>\n

But these social media Metrics don\u2019t function in isolation. A business needs to understand where its customers are coming from to be able to fully evaluate the success of its social media outreach work.<\/p>\n

For this, you need cross-reference with Metrics from all your other media outlets, including Email Marketing and, of course, your own website.<\/p>\n

Customer satisfaction<\/h3>\n

Have you noticed how some restaurant chains ask you to fill out the \u201cquick questionnaire\u201d on the back of your receipt? This isn\u2019t just a way to harvest your email address, it\u2019s also an important part of their business strategy.<\/p>\n

Pizza Hut, for example, even offer you a two-for-one offer if you fill-in their questionnaire – it\u2019s that important to them!<\/p>\n

Online marketplaces, like eBay, will constantly remind you to give Feedback to everyone you\u2019ve transacted with – many of whom are small (and sometimes not-so-small) businesses, using eBay as the platform for their sales.<\/p>\n

And when\u2019s the last time you booked a hotel room and weren\u2019t asked to offer a star rating?<\/p>\n

How does your business measure customer satisfaction?<\/p>\n

There are several different methods you can employ – these questionnaire surveys is one way, encouraging online reviews is another, follow-up emails asking \u201cHow was it?\u201d yet a third.<\/p>\n

Customer feedback can help you improve your business – sharpening-up the things that aren\u2019t quite right, celebrating the things that are.<\/p>\n

Do we really need to explain why satisfied customers can become repeat customers, and why that is great for your business?\u00a0 Thought not.<\/p>\n

You can\u2019t really Beta Test a business – because people are unlikely to volunteer to use your service, then report back their findings, just because you ask. Instead, you have to go to full Roll-Out and see how it works in the wild.<\/p>\n

Any or all of these Quality Metrics will give you ways to monitor how you\u2019re doing, both in spreading the word about your service, and in providing that service.<\/p>\n

They can then form the basis of much deeper and more arcane calculations – such as CAC (Customer Acquisition Cost) and CLV (Customer Lifetime Value) – which are crucial Metrics in helping a successful business Scale onto the next level.<\/p>\n

The optimistic future of social<\/h2>\n

Which Quality Metrics you choose to use, and quite how you act upon the secrets they reveal, will be down to each individual business-owner.<\/p>\n

The important thing to remember, when looking at any of these Metrics, is that (with the possible exception of Customer Satisfaction) they are each quantifying a measurable result, which can be presented as a table of numbers, or a graph.<\/p>\n

But your customers are people, and people are complicated. There is much more to us than simply a column of numbers.<\/p>\n

At the very least, you need to cross-reference these numbers, to excavate useful information about the habits of your customers.<\/p>\n

Some argue that simple Likes and Shares are the equivalent of a sugar rush – empty calories that give you a quick buzz, but don\u2019t do you any actual good.<\/p>\n

Quality Metrics, on the other hand, give you objective and qualitative information that can help you understand your audience and improve your business.<\/p>\n

Business training courses used to tell us that 70% of our marketing spend was wasted, but there was no way of knowing which 70%. Well, that is no-longer the case.<\/p>\n

Used properly, these Quality Metrics can show you exactly what works, for whom and, from that, you can likely extrapolate why.<\/p>\n

It\u2019s hard to measure on a day-by-day, click-by-click basis. Advertising has always been an incremental process. But that\u2019s okay, because most businesses do not supply a product or service that customers need every day. Most businesses supply a once-in-a-while purchase.<\/p>\n

Therefore, you need to keep your name out there, constantly; building your Brand, maintaining your levels of Awareness so that, when that once-in-a-while moment arrives – the Prospect will think of you and – ker-ching – they become a Customer.<\/p>\n

And the only reliable way to boost any and all of these Metrics is to produce consistently high quality Content that builds a community.<\/p>\n

You need to Engage, Educate and Entertain every day. There are no shortcuts.<\/p>\n","protected":false},"excerpt":{"rendered":"

Not all metrics are born equal. Find out why vanity social media metrics do more harm than good, and what you should be measuring instead.<\/p>\n","protected":false},"author":2,"featured_media":21145,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21],"tags":[],"class_list":{"0":"post-21144","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-social-media"},"yoast_head":"\nGoodbye vanity metrics - hello quality metrics - Heart Internet<\/title>\n<meta name=\"description\" content=\"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Goodbye vanity metrics - hello quality metrics - Heart Internet\" \/>\n<meta property=\"og:description\" content=\"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\" \/>\n<meta property=\"og:site_name\" content=\"Heart Internet\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/heartinternet\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-06-27T11:30:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Eliot Chambers-Ostler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:site\" content=\"@heartinternet\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Eliot Chambers-Ostler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\"},\"author\":{\"name\":\"Eliot Chambers-Ostler\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28\"},\"headline\":\"Goodbye vanity metrics – hello quality metrics\",\"datePublished\":\"2019-06-27T11:30:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\"},\"wordCount\":1936,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg\",\"articleSection\":[\"Social Media\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\",\"name\":\"Goodbye vanity metrics - hello quality metrics - Heart Internet\",\"isPartOf\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg\",\"datePublished\":\"2019-06-27T11:30:30+00:00\",\"description\":\"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg\",\"width\":1500,\"height\":1000},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.heartinternet.uk\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Goodbye vanity metrics – hello quality metrics\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/heartblog.victory.digital\/#website\",\"url\":\"https:\/\/heartblog.victory.digital\/\",\"name\":\"Heart Internet\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/heartblog.victory.digital\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/heartblog.victory.digital\/#organization\",\"name\":\"Heart Internet\",\"url\":\"https:\/\/heartblog.victory.digital\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp\",\"width\":992,\"height\":252,\"caption\":\"Heart Internet\"},\"image\":{\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/heartinternet\/\",\"https:\/\/x.com\/heartinternet\",\"https:\/\/www.linkedin.com\/company\/heart-internet-ltd\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28\",\"name\":\"Eliot Chambers-Ostler\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/heartblog.victory.digital\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg\",\"contentUrl\":\"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg\",\"caption\":\"Eliot Chambers-Ostler\"},\"url\":\"https:\/\/www.heartinternet.uk\/blog\/author\/eliot-chambers-ostler\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Goodbye vanity metrics - hello quality metrics - Heart Internet","description":"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/","og_locale":"en_GB","og_type":"article","og_title":"Goodbye vanity metrics - hello quality metrics - Heart Internet","og_description":"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.","og_url":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/","og_site_name":"Heart Internet","article_publisher":"https:\/\/www.facebook.com\/heartinternet\/","article_published_time":"2019-06-27T11:30:30+00:00","og_image":[{"width":1500,"height":1000,"url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg","type":"image\/jpeg"}],"author":"Eliot Chambers-Ostler","twitter_card":"summary_large_image","twitter_creator":"@heartinternet","twitter_site":"@heartinternet","twitter_misc":{"Written by":"Eliot Chambers-Ostler","Estimated reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#article","isPartOf":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/"},"author":{"name":"Eliot Chambers-Ostler","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28"},"headline":"Goodbye vanity metrics – hello quality metrics","datePublished":"2019-06-27T11:30:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/"},"wordCount":1936,"commentCount":0,"publisher":{"@id":"https:\/\/heartblog.victory.digital\/#organization"},"image":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage"},"thumbnailUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg","articleSection":["Social Media"],"inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/","url":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/","name":"Goodbye vanity metrics - hello quality metrics - Heart Internet","isPartOf":{"@id":"https:\/\/heartblog.victory.digital\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage"},"image":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage"},"thumbnailUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg","datePublished":"2019-06-27T11:30:30+00:00","description":"Avoid using vanity social media metrics and use quality social media metrics instead. Find out how in this guide.","breadcrumb":{"@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#primaryimage","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2019\/06\/social-media-metrics.jpg","width":1500,"height":1000},{"@type":"BreadcrumbList","@id":"https:\/\/www.heartinternet.uk\/blog\/goodbye-vanity-metrics-hello-quality-metrics\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.heartinternet.uk\/blog\/"},{"@type":"ListItem","position":2,"name":"Goodbye vanity metrics – hello quality metrics"}]},{"@type":"WebSite","@id":"https:\/\/heartblog.victory.digital\/#website","url":"https:\/\/heartblog.victory.digital\/","name":"Heart Internet","description":"","publisher":{"@id":"https:\/\/heartblog.victory.digital\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/heartblog.victory.digital\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/heartblog.victory.digital\/#organization","name":"Heart Internet","url":"https:\/\/heartblog.victory.digital\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/02\/HeartInternet_Logo_Colour.webp","width":992,"height":252,"caption":"Heart Internet"},"image":{"@id":"https:\/\/heartblog.victory.digital\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/heartinternet\/","https:\/\/x.com\/heartinternet","https:\/\/www.linkedin.com\/company\/heart-internet-ltd"]},{"@type":"Person","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/58ed7f27cc0f3ab6e69135742a5eee28","name":"Eliot Chambers-Ostler","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/heartblog.victory.digital\/#\/schema\/person\/image\/","url":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg","contentUrl":"https:\/\/www.heartinternet.uk\/blog\/wp-content\/uploads\/2025\/08\/cropped-Eliot-96x96.jpg","caption":"Eliot Chambers-Ostler"},"url":"https:\/\/www.heartinternet.uk\/blog\/author\/eliot-chambers-ostler\/"}]}},"_links":{"self":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts\/21144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/comments?post=21144"}],"version-history":[{"count":0,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/posts\/21144\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/media\/21145"}],"wp:attachment":[{"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/media?parent=21144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/categories?post=21144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.heartinternet.uk\/blog\/wp-json\/wp\/v2\/tags?post=21144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}