Insights, tools and research to advance journalism

How to correctly and effectively use ‘likes’ as a metric

MIT Technology Review

Measuring value on social media can be challenging, Neil T. Bendle and Charan K. Bagga write. Bendle and Bagga explain how digital marketers can correctly use “like” as a metric across social media platforms and what situations call for using “like” as a metric. Among their advice: Don’t use “likes” as a metric if you’re trying to determine or justify social media spending, and clearly define what “value” means to your organization before thinking about the value of a “like.”

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