How Social Metrics Can Lure Brands Into a Repetitive Rut

Growth comes from pushing boundaries and leaving comfort zones

With the help of a squadron of digital tools, brands are chasing their tails. Like people in your Facebook feed, brands respond to positive feedback. Likes, clicks and other shallow metrics drive the content brands create each month. They’re easier to access, easier to understand and easier to act on. Success with your Instagram picture of avocado toast yields another image of avocado toast or (worse yet) a video of avocado toast. If something worked last month, don’t reinvent the wheel the next, conventional wisdom might think.