Likes, comments, followers – these are the signposts that have traditionally guided marketers in their quest for digital dominance. But as the sands shift beneath our feet, a new king of metrics emerges, one that reigns supreme in the realm of conversion and sales: shares.
The mirage of likes and comments
In the Middle East, a region burgeoning with digital potential, marketers have long fixated on the mirage of likes and comments. These metrics, while indicative of engagement, are often ephemeral – a fleeting nod of approval that lacks the momentum to propel a brand forward.
They are the applause at the end of a performance, warm but transient. Yet, it’s crucial to recognise t
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