As soon as you start measuring, the urge to optimise presents itself.
Rank the social posts by the likes and replicate the top performers.
A simple formula for success.
But what if the top performers contained questionable content?
What if the posts you were most proud were shunned by your audience?
Do you give your followers what they want or do you double down on the change you seek to make in the world?
If you want my opinion I’d say ignore the stats, do the work you’re proud of!
Thomas Duggan 