Do you think engagement metrics like ‘likes’ and ‘shares’ are overrated compared to conversions?

Question

Business Marketing with Nika · Accepted Answer

At the end of the day, you need to pay bills. You can't eat from likes. It may help with purchases and publicity, but it won't pay for your apartment and bread.

Rahul Rajagopal · Answer

These maybe useful indicators of reach and brand awareness. But I dont think they make up into tangible results.

Conversions should be the ultimate goal, as they reflect real business impact. However, engagement can play a critical role in building trust and driving potential leads into the funnel.

Constance Tong · Answer

conversion matters much over pretty numbers

Mike Luu · Answer

I think they are important factors in improving conversions.

Shelli Dickinson · Answer

Likes and shares can give me a sense of popularity.

Debra Salt · Answer

While 'likes' and 'shares' are fun to track they don't always correlate to actual sales or customer loyalty

Ash G · Answer

For B2C: Likes and shares can provide social proof, which can lead to conversions. However, they are vanity metrics, and I'd not place too much emphasis on them. I'd treat them as data points.
For B2B: While likes and shares can offer some value, they’re less likely to directly drive conversions. A solution oriented product combined with a targeted sales outreach strategy would be more effective.

Even in industries that might seem "boring" online, businesses can still see strong conversions despite having minimal social engagement.

Wesley Vaughn · Answer

I agree that engagement metrics like 'likes' and 'shares' are often seen as the main success indicators

Rahul Parmar · Answer

Yes, conversions directly reflect business impact, making them more valuable than superficial engagement metrics.

Dzmitry Tsemirau · Answer

Do likes and shares even matter? I thought they are just vanity metrics.

Summer Graham · Answer

Likes and shares might not directly lead to sales, but they build brand awareness.

Sophia Claire · Answer

It's a balance, in my opinion. Likes and shares show how much people resonate with your message, but conversions pay the bills.

Zackary Mendez · Answer

Sometimes I think like  and shares are just a confidence boost.

Muhammad Ali · Answer

@ash_grover For the SSO ID Rajasthan portal, when considering user engagement metrics like likes and shares:

For B2C: While likes and shares can offer some social proof and potentially lead to more conversions on the portal, they should be viewed as supplementary data points rather than key performance indicators. The focus should be more on how users interact with the portal's features (e.g., registration, authentication, or document submission) rather than just vanity metrics.

For B2B: Likes and shares may not have a significant impact on driving conversions for SSO ID Rajasthan's platform. Instead, a more targeted outreach, combined with a clear, solution-oriented approach to user needs (such as simplifying access to government services or streamlining user authentication), would likely prove more effective in driving usage and registrations.

Even in sectors where social engagement may be lower, such as government portals, user conversions and success are more reliant on the platform's utility, ease of access, and seamless experience. Prioritizing functional design and user support over social engagement can still lead to strong results in terms of user adoption and platform effectiveness.

Lila Parker · Answer

I used to chase likes and shares, but shifting focus to conversions made all the difference for my business.

Do you think engagement metrics like ‘likes’ and ‘shares’ are overrated compared to conversions?

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