Vanity Metrics Explained And Why You Need To Avoid Them In Your Work As A Public Information Officer

You may have heard the term 'vanity metrics' but what exactly are they and why do you need to avoid them in your work as a public information officer?

Vanity metrics basics

Quite simply, these are the metrics or numbers that make you look good to others but do not help you understand your own performance in a way that informs future strategies.

These metrics are fun to look at if you want to give the impression that you're doing well on social or with campaigns, but they aren't particularly useful and are rarely something you can act upon if you're work is part of a bigger communication strategy.