Congratulations for bravely implementing yet another social media trend!
As a result, you are seeing some great ROI. The bad news is, according to The Wall Street Journal, Facebook’s video metrics were incorrect.
“The metric should have reflected the total time spent watching a video divided by the total number of people who played the video. But it didn’t,” said David Fischer, vice president of business and marketing partnerships, in a Facebook post. “While this is only one of the many metrics marketers look at, we take any mistake seriously.”
So what now? First, don’t panic. There is no doubt that the tech giant will move quickly to fix the problem. When it comes to measuring campaign effectiveness, one of the best pieces of advice is to never rely solely on one tool to capture your campaign metrics.
While most social media channels provide some form of analytics, it’s also a good idea to use a third party tool. For example, check out SocDir, a great source with a list of more than 300 social media metrics tools.