Its 2024 and Social Media Marketing Metrics are still rigged!

Why do we let the billionaires grade their own homework? Wouldn't it be nice to get a call from Zuck that goes something like this: Mark: “Hey Brandon, we had a look at your data.”Brandon: “Ah cool, what does it say?”Mark: “You seem to have hit a daily budget saturation point”Brandon: “Wait, so I shouldn't spend more?” 

Mark: “Exactly, We looked at the analytics and it advises that you should allocate 14% of your budget to Tik-Tok. 

Brandon: “Why?”

Mark: “The combination of this investment will yield more results across both platforms and help your brand grow”.

Brandon: “Thanks Mark, want to hang out and do some jiu jitsu?”

…

“Mark?”

With each platform touting different numbers, it's easy for marketers to feel misled and frustrated. But the problem goes deeper than just mismatched data.

We all know (or think) that large enterprises have the resources to hire data scientists who tackle complex metrics into submission. However, the majority of marketers, especially those in midsize businesses, are left at the mercy of BS dashboards. In their earnings it shows that Facebook makes most of its revenue from small and medium-sized businesses so this has to be a calculated design flaw aimed at milking marketing budgets.

Why hasn't the problem been solved? In my opinion, data engineers have approached the problem from a technical standpoint, not a marketing perspective. They've been focused on what data they can extract, not on what marketers actually need to drive their strategy. The result is a barrage of metrics that are often more confusing than helpful.

We know that Marketers aren't just passive receivers of data. Most are strategic thinkers with deep insights into customer behaviors. Companies like Vivv.ai represent a shift in thinking. They're leveraging the power of data harmonization and AI to translate this mismatched platform data into actionable insights marketers can actually use. This common-sense approach is designed to help marketers make informed decisions, not just keep feeding the money machine.

I can say optimistically, it's time for social media platforms to work with marketers, not against them, but I know this will never happen!

By establishing comparative metrics, into user-friendly dashboards that are aligned with true marketing goals across all platforms, everyone can benefit. Marketers have the intelligence and insights to drive successful campaigns, but they need the right tools to navigate the complexities of social media data.