Why Chasing Vanity Metrics Is Killing Your Social Strategy: Richelle Batuigas, EVP, Viral Nation
In this solo episode of Adspeak by ADWEEK, host Richelle Batuigas challenges one of marketing’s biggest assumptions: that likes, views, and impressions reflect real success. Drawing on her work as EVP at Viral Nation, she introduces the Cultural Relevance Score, a practical framework designed to measure what actually drives business outcomes.
Richelle breaks down how marketers can move beyond vanity metrics by tracking awareness, affinity, and velocity in a competitive context. She explains why legacy measures like earned media value fall short and how cultural alignment directly influences…
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