You ‘Like’ Me. You Really ‘Like’ Me.

Key performance indicators or KPIs — the sense of “proof” that what one does in marketing (or some other business field) nets results that a company can use as measurement.

Getting that raise or promotion or bonus often gets tied to a KPI. In today’s digital world, I’ve seen my share of the artificial KPIs.

Get more “Likes” on Facebook, more Followers on Twitter, get a hashtag trending or more retweets or shares or whatever.

But when does a “Like” on Facebook truly indicate that a potential customer or consumer is engaging with your brand? When do you know that the person on the other end meets your target demographic, job or decision-maker?

For direct-to-consumer products, it’s a lot easier than B2B or B2B2C, where the target can be more elusive and difficult to pin down. Short of a little research to see whether the audience self-identifies, the challenge becomes a virtual Easter egg hunt.

That KPI goal might be to get another thousand “Likes” whether or not the button-clickers matter.

I’ve recently noticed a couple of new followers on my Twitter @michaelcheek with more than 30,000 people. I’m thinking damn impressive. Then I notice that those accounts each followed more than 30,000.

Is it that my new followers found something I’d written interesting and wanted to read what I’d been writing? Or will I become another click to hope for a little reciprocal linking to pump up those numbers to reach 40,000?

For my own Twitter, I hope to cultivate people who occasionally read what I write, get something out of it.

Although I doubt many of you read this far (if you have, how about giving me a thumbs up or a comment).

The same goes for the virtual KPIs with business. We need to create a new way to measure performance that isn’t about a quantity but the quality.

Published by

Michael Cheek

With more than 20 years of communication experience, Michael Cheek offers solid marketing expertise, especially in the digital frontier. He currently resides in Georgia but he's open to relocate anywhere the opportunities take him. Learn more at You can follow him on Twitter at and see more about his professional experience at Reach him via e-mail at

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