From Vanity Metrics to Sanity Metrics: Why Social’s Real Wins Don’t Show Up on a Slide

There was a time when a big number could genuinely make my week. You know the moment in the boardroom, the slide changes and suddenly: reach, impressions, coverage volume. Nice, chunky and comforting. Everyone in the room exhales and someone says: “great result.”

I’ve absolutely been that person. I’ve sold those numbers, celebrated them, high-fived over them and built entire decks around them. I’ve said “this really traveled” while pointing at a graph, as if I personally escorted it across the internet. No shame, but okay, maybe a little shame.

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