January 28, 2015
Social Media Metrics: Useful Or Available?
Now that nobody with a functioning brain pays any attention to social media "metrics" (like followers and likes) you have to wonder how advertising and marketing wizards spent years being mesmerized by this bullshit.
I think the answer is simple. It's so difficult to isolate the effect of advertising on sales results that people grasp at anything that sounds like a measurement and is simple to understand.
I don't think social media metrics were fashionable because they were indicative of anything useful or meaningful, they were fashionable because they were easy to come by and easy to comprehend.
When The Noise Is Stronger Than The Signal
It is not unusual for click through rates for banner ads to hover in the .02 to .03% range. That's 2 or 3 clicks per 10,000 impressions. (I use the term "impressions" with great trepidation.)
This is so astoundingly low that I wonder if it is a real number. It seems to me that the margin of error may be far greater than the result itself.
For example, if the margin of error in counting clicks is 1%, that would be 100 clicks in 10,000. In that environment, are 2 or 3 clicks real or just noise?
Are there any statisticians out there who can advise us? Prof. Sharp?
Our Doctors Are Rockstars
In my hometown of Oakland California, there is a children's hospital called, not surprisingly, Children's Hospital Oakland.
For several months now there has been a huge banner hanging from the top of the hospital that says, Our Doctors Are Rockstars. This bugs the shit out of me.
Apparently the dimwits who conceived this banner believe higher virtue obtains to the nincompoops who sing pop songs than to people who save the lives of children.
What a joy it would be to wake up one day and see a sign somewhere that said, Our Rockstars Are Doctors.
Remember Those Great Volkswagen Ads?
Is the title of a wonderful, gorgeous book by Like I said in my Amazon review, if you're thinking of a career in advertising it will show you how it's supposed to be done. If you're working in advertising it will remind you of why.