Peter Winick argues that thought leaders track vanity metrics like likes and views instead of what matters: total content spend versus customer acquisition cost. The harder math reveals whether your strategy actually works.
Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership Leverage, and here's the idea that I'd like to share with you today, and that's this: as a thought leader, as a keynoter, as an expert, as an advisor, are you tracking what's easy to track, or are you tracking what's important to track? Let me unpack this a little bit. It's really easy to track things on social media such as likes or views or shares or sort of the— some of the vanity metrics. It's harder to track the efficacy of your thought leadership strategy as it relates to social media, as an example. So, for example, what is your total spend over a period of time and how do you gauge that against your customer acquisition cost? Takes a little bit of math, takes a little bit of effort, but that's a metric that's worth understanding. You know, what is the, the cost that you're spending to produce, to curate, to deploy, to put content out in various channels and various mediums? To get an outcome that you're looking for. So my thought, my question for you is this, you know, are you defaulting to tracking what's easy versus tracking what's necessary for your business? Love to hear your thoughts.
