There is an ever-present metric that looms over meaningful engagement. It is an artifact from the industry that long ago accepted its flaws, but continues to sell campaigns and drive efforts to make brand messages measurable.

We have sufficient data to suggest the recommendation of a trusted colleague, friend, or family member is more influential over purchasing decisions than that of traditional advertising or media editorial. [92% compared with 48% and 42% - WOMMA] These relationships are built upon trust. The pulse of an online community is regulated by that underlying economy of trust that gives credibility to every participant's contribution to the conversation.

Trust is not a factor in calculating impressions.

Measuring sustainable word of mouth about a brand that is both meaningful and relevant to a community means focusing on the velocity, engagement, and adoption of a messaging strategy, and less on the estimated impressions resulting from the placement.

There is a place for reporting impressions. However, this should only be one metric with which a brand measures its success in building long-term relationships and sustainable word of mouth marketing and social media strategies.




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