Reach is Vanity. Image: made using Microsoft Designer.
Here’s the uncomfortable truth about Social Media – the platforms love to sell you Reach as Views or Impressions because that’s something they can increase and decrease with their algorithms and make you pay cold hard cash for more of.
This is why professional communications people refer to social networks as ‘rented land’ you shouldn’t build your whole business on. Because the foundations can give way any time. In seconds.
What really matters is Engagement and Conversion.
Because they’re what lead to achieving your Business and Communication Objectives.
Reach and Followers are opportunities – a useful step on the way to your goals. A Means towards your Ends.
But Reach and Followers on their own are just Vanity. An unrealised opportunity. Awareness, but not doing anything more.
Sanity
Engagement and Conversion are Sanity – getting things done, making change.
Maximise your Engagement and Conversion by delivering value and utility to your followers.
Be useful first. Then get your promo out. Get that click. Get closer to that Objective or Goal.
Thinking of using best practice communication to help reach your business goals?
Get in touch with me because I’m:
CIPR-qualified (only a third of PRs are) ✅
CIPR-Accredited ✅
Highly-experienced ✅
Highly-recommended (29 client Recommendations) ✅
An MBA since 2003 – so I bring strategic business knowledge, thinking & experience to my work ✅