Probability of Participation

What makes a good ad or social post, would you say?

Impressions? Clicks? Engagement?

They are if you believe what you read on the Internet.

But here’s the thing about using these to measure success…

Annoy enough people or buy enough likes and the data will make you think you won. But it doesn’t mean people want to buy from you.

So what should we measure instead?

I call it “PoP”: Probability of Participation.

Y’see, ads and social are about one of two things:

1. Helping people become the kind of person who would like to participate in something cool with you should the opportunity arise

2. Inviting people to participate in something cool with you when the opportunity arises

Neither of these things require the clicking of like or comment buttons. All we should require is enhancing PoP.

Because no CTR outperforms having an audience who would be DELIGHTED to participate in something cool with you.