UGGs. I could never grasp the concept. When they first became popular I was living in Texas. Girls would wear them out and about with their short skirts and t-shirts on blisteringly hot days.
I thought UGG stood for UGLY – and furthermore I couldn’t fathom how girls could stand to wear them in the sweltering heat. Or how their boyfriends could stand the stank once they came off.
Fast forward to now (living in NYC) and I LOVE my UGGs. We had a cold snap here recently and I easily put aside my stylish flats to put on the clunky, ugly beasts when walking the dog.
Why the change of heart?
Now I grasp the UGG concept. It wasn’t supposed to be about aesthetics – it’s about the form, the function. In New York they keep my feet nice and warm and allow me to drudge quite easily through the city streets, which are strewn with papers, trash and who knows what else.
They’re easy to slip on and off, which is important because we have a strict “NO SHOES ALLOWED” rule in our house. Hey, if you saw the streets and what you’re tracking in, you’d have that rule too!
You’re probably asking what this has to do with social media ROI. I was just getting to that …
UGGs And Social Media ROI
I think some marketers are like those southern belles (sorry, girls), wanting something but not really knowing how it fits in with their lifestyle. And because the shoe didn’t fit (pun intended), they just made it work the best they knew how.
Similarly, marketers take what they don’t understand — calculating ROI — and use data like fan and follower counts, or shares from a cat meme, or comments on a math puzzle as their own sort of twisted return on investment.
Both things — wearing UGGs in 90-degree weather and trying to take soft metrics to the bank — are wrong if you ask me. Or at the very least, stupid.
Walk The Walk
I still think my UGGs are horribly ugly. Just like calculating ROI can be awfully difficult. However, the function is needed in both things. I need the UGGs to keep my feet warm, comfy and clean, and I need to show real metrics and data on ROI to keep my clients.
I guess the fix is simple: Don’t wear UGG boots if it’s not cold out, and stop counting top-of-the-funnel metrics as “ROI.”
What do you think? Are you in agreement or is this a crazy correlation? Let me know in the comments below!
See you in the social sphere!
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