Everywhere I've gone, I've encountered brands and agencies measuring the success of social media campaigns by this crazy metric: Impressions. Even Twitter, Facebook, and Instagram push this metric on people. 

The truth is, impressions are a totally bogus number. It's meaningless, not only in the social sense, but wholly. It counts the potential, not actual numbers. 

It would be much better to measure stuff that matters. The why, the social lift, the 'did it hit the right market', what did people think of it, the...well the list goes on.

In this video, I talk about why it is that the industry keeps clinging to this meaningless metric and why it's so damaging. Hopefully the right people will watch the video and start to rethink using impressions as the metric of success.

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