One of our biggest concerns about digital and social media campaigns is a sense that content is being created for the sake of creating content.

• Social media marketing needs to advance business, marketing and communications goals and objectives.

Vanity metrics are largely falling short of helping clients understand what impact their content is having.  It can’t just be about likes, retweets or impressions.

• The underlying analytics need to precisely identify whether the content helps move the needle or not and why.