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For executives on social media, do vanity metrics, such as post "likes," matter? The answer is yes and no. Whether it's a heart on a Twitter post, a reaction on a LinkedIn article, or a thumbs up on a YouTube video, the importance of "likes" on an executive's post depends on a number of variables. For any social media program, whether it's for a brand or an executive, I always place more emphasis on creating meaningful and relevant content, and tracking mid- to bottom-of-funnel metrics (e.g. traffic to site and leads generated) over time, ideally linking them back to various social media platforms and content pieces. Engagement metrics, such as post likes, don’t always translate directly to other key metrics. Reactions on a Facebook post can't tell us exactly how many people who engaged with the post ended up making a purchase. However, that’s...

The 2020 Social Media Industry Benchmark Report is an in-depth study analyzing engagement rates, posting frequency, and hashtag usage on social media across various industries. Our research shows that on LinkedIn in particular executives achieve significantly more engagement than brands. That being said, by using the updated 2020 engagement rates as a benchmark, executives across different industries can set appropriate KPIs for their social media program. The study looked at 14 different industries but this article will examine four select industries: fashion, financial services, food and beverage, and retail. Based on the findings across all industries, these are the key takeaways for executives looking to establish a strong online presence: Post up to once per day and at least three times per weekday (at least in the beginning). This is an effective baseline for executives to start with since posting more times per...