The two numbers that matter
For most SMEs: reach (did people see it?) and action (did they click, message or buy?). Don't drown in vanity metrics.
Just two: reach (did people see it?) and action (did they click, message or buy?). Everything else is vanity.
Cut what flops
If a format consistently gets no traction, stop doing it. Your time is the scarce resource.
Repeat winners
When something works, do more of it — new angles on the same theme. Winners are a template, not a one-off.
Key takeaway
Cut what flops, repeat what works — a winner is a template, not a one-off.