Chart of the day: Content marketers are changing the social metrics they use to judge their content
Social Media Matrics, such as Facebook shares, video shares and retweets on Facebook are becoming increasingly important for measuring content marketing success.
Recent research by Newswhip found that there are some social metrics which are becoming less important, such as Facebook likes and Instagram likes.
The research shows that shares are overall becoming much more important than light-touch interaction, such as "likes". Marketers value shares far higher and measure the success of their content on such metrics as they represent more important engagement and reach.
In the same study, they found that a lack of people resources and financial resources (lack of budget) are the biggest barriers to social content distribution.