Efficacy

Effectiveness, in the realm of social media, pertains to the ability or degree to which any social media strategy, post, or campaign carries out its intended function. If we think of social media as a kind of virtual sphere, it becomes clear that “what’s working? ” and “what’s not working?

” are the two most key questions one can ask about it. Unfortunately, many people are probably still working with the idea that “effectiveness” is simply something you know when you see it and don’t know when you don’t see it. They base this idea on nothing more than a series of old wives’ tales that they take as gospel and pass around lightheartedly at digital marketing conferences.

In fact, many of these folks probably even believe that “efficacy” is the secret ingredient in the (inevitably) costly social media services they peddle.