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Lakshmanan (Lux) Narayan

Unmetric

Social media : What next, now that the gold rush to build a fan base is over?

Still just counting brand Fans and Followers? Stop now, because knowing the numbers alone won't help. Social Media has become a paradox. Day by day it grows both, vast and clustered with new users and newer social networks. As a consequence, Page Likes and Follower counts are but vanity metrics. In 2014, marketing and advertising cadres can no longer rest brand laurels on growing the first front of the social media audience. Yet even with growing unrest over fan and follower count as a useful metric, no one can deny it is the first number to conquer. Here's the tricky part - once you've painstakingly built up a fan base, what comes next ? What lies beyond 'Instant Judgement' metrics like follower counts for brands to truly adjudge how they communicate messages, connect with consumers and compete with the industry on Social Media?

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