Juntae Kai Delane argues that likes and vanity metrics miss the point of social media. Real value comes from building community and two-way engagement, not broadcasting. Brands need reciprocal relationships to make social media work.
First and foremost, I almost fell asleep, Troy, when you were talking. Okay. Because most of the stuff there really didn't focus on what you said. Community and engagement, right? When we think about all the transactions that take place on social media, most of them are very difficult to measure. And let's be honest here, we also are caught up on vanity metrics, right? What is the value of a. Like, do we really know? Right. But we know that it creates an engagement with the brand and those are small cues as to what the target audience actually wants or likes to consume. And then when we think about other engagements, such as building a community, nine times out of 10, we know that if you are trying to establish a brand, it must be on social media. You have to build a community around your offering. So in many ways, there is no way that you would be able to fully just broadcast to a community and not have a reciprocal impact, a bilateral impact and engagement with that community. Nowadays, by just blasting at them with the bullhorn and aligning social media as a channel.
