The social media industry is on the brink of a crisis because of widespread confusion over the definition of the industry term “impression.”
Here’s the problem: nearly every social media toolset uses the word “impression” as a metric in reporting the success of failure of a campaign, initiative or in general regarding a specific message and its reach and penetration. But the definition of the term appears to be much looser than its narrow definition in the worlds of online advertising – so loose as to approach meaningless and perhaps even deceptive. The fact is that a social media “impression” is a different animal because it is only a probability, not a fact or event.
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