Chris Trottier on Nostr: Nowadays, it seems as though Big Social’s value is tied to impressions. There’s ...
Nowadays, it seems as though Big Social’s value is tied to impressions. There’s numerous problems with this:
1. What counts as an impression? And why is this measurement trustworthy?
2. Why are so much impressions passive? On Twitter, why — despite millions of views — are so few people willing to like, comment or retweet?
3. If lurkers are Big Social’s most treasured audience, to what end and for what purpose?
Much of social media analytics is bullshit, but impressions are even more so.
1. What counts as an impression? And why is this measurement trustworthy?
2. Why are so much impressions passive? On Twitter, why — despite millions of views — are so few people willing to like, comment or retweet?
3. If lurkers are Big Social’s most treasured audience, to what end and for what purpose?
Much of social media analytics is bullshit, but impressions are even more so.