“And then?” doubles for “so what?” We often obsess with numbers called ‘vanity metrics’, which are kind of pointless to focus on.
Try to imagine an answer for these:
- I want 5,000 likes on Facebook. And then?
- I want to have 1,000 visitors on my homepage. And then?
- I want my tweets to be retweeted more. And then?
Your answers likely contain a hypothesis. You may think that getting more retweets leads to more followers leads to more fans leads to more sales. Now you have something to measure.
- Do retweets lead to more followers? You may want to exclude spam accounts, or accounts that follow tens of thousands of users.
- Do followers lead to more fans? How will you be able to tell?
- Do those people who stumble upon your tweets eventually convert to paying customers?
Each of these have conversion ratios. So you go from a number to a much smaller number at the end. You may determine, before even getting started, that it’s not worth your time to research hashtags and write tweets that aren’t even directly related to your music, just to get retweets.