#WOKE
Social media metrics can most simply be defined as a unit of measurement for a social media platform. More in-depth they can be defined in two different manners; Vanity Metrics and Actionable Metrics.
Vanity metrics are units which make us feel good if they go up but don’t help us further our online brand or progress. To make sense of this ‘feel good’ metric, think social media likes or followers — typically the higher the number the more satisfied we feel.
In comparison, actionable metrics work hand in hand with the vanity but actually provide us with information that answers questions such as; How do you gain or lose attendance or participation? How do you decrease retention? What are the key functions and benefits that your users are coming to you for?
Essentially, vanity shows us we have the followers but actionable metrics show us how much their worth, what they’re doing for us or what traffic is going where and whether or not they’re engaging.
With this knowledge, it is fair to wonder why people pay more attention to the vanity metrics if the actionable ones are the ones that further our platforms health or growth. ‘Vanity Validation’ explains this one, we feel rewarded through external validation (likes and comments) of our content and are then further intrigued to remain active on these platforms.
Authour of “Facehooked: How Facebook Affects Our Emotions, Relationships, and Lives”, Dr. Suzana Flores delves into the depths of social media and its effects on self-esteem. Flores examines the most common issues such as self-esteem, privacy, peer pressure, stalking, etc. All of these factors are most commonly associated with physical situations, so once they become virtual what are the risks?
To name just a couple, we have FOMO, seriously dampening the quality of life we believe our own to be. On the other side of things, serious questions and doubts regarding our own appearances are more prominent than ever due to the fact that we simply cannot escape the glamour of those around us. If there is nowhere for you to focus on yourself without social approval, social approval becomes the dependant.
Our sense of self-worth has become dependant on the vanity approval of those also seeking the same thing. We are surrounded by content creators curating profiles that tend to their most perfect self and we believe this is the norm. We disregard how these behaviours and interactions affect us emotionally and allow these habits to further shape us in perhaps a more emotionally unstable and autonomous manner.
On the note of content creators, they portray content seemingly perfect, leaving those who ‘follow’ them in awe, often wishing to live a life like them and perhaps even questioning their own. Some noteworthy influencers that have this effect are:
One thing each of these influencers has in common is that they are famous solely for the portrayal of their lives. They aren’t award-winning actors, actresses, singers, or athletes — these people are famous for the lifestyle they live, and the content they curate and share, regardless of how realistic or unrealistic it may be.
Although seemingly perfect, we have content like the latter from these individuals themselves.
Considering the following these individuals have due to the lives they live and the content they curate, you would be on the surface crazy to assume that they were anything but happy, content and liberated; although the video above exposes perhaps the reality of these internet celebrities or figures.
With the concept of public figures, the understanding of social media metrics and the value of all of these in our society — the next critical question lies in our understanding of value.
Self-worth is now measured by a number of virtual likes, while significance and popularity are defined by a number of followers. Historically, these psychological needs were filled by personal interactions with loved ones and physical interactions. The idea of pining after another individual’s virtual lifestyle simply because of the way they portray themselves was merely impossible, or perhaps unnecessary because personal fulfillment was much more common without this.
Essentially, without an understanding of social media metrics and the purposes they truly serve it is fair to conclude that self-esteem issues, relationship issues, and deceit will continue to flood our lives — at all times. There is no escaping social media, what was once just someone you were jealous of on the playground is now in front of you, all hours of the day. As a conscious society, we are aware that social media has side effects when delved into too deeply but perhaps we don’t at first glance see the extremities of these factors.
The careless value of social media metrics and their true function has society stuck in a world where self-worth, appreciation and value of life is perhaps at an all-time low. The constant search for Vanity validation has us living an illusion; where we think we have more connections, communicate more and have more popularity or significance.
The questions that stands are how do we get back from this? How do we make a world so intertwined and consumed, remember how important physical interaction and appreciation is? How do we allow kids to enjoy the outdoors, not the outdoors on their screens but the one outside their doorstep? When will these metrics and these habits have gone too far and what will it take for societies as wholes to recognize it?
