{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"","title":"Why Chasing Vanity Metrics Is Killing Your Social Strategy: Richelle Batuigas, EVP, Viral Nation","description":"

In this solo episode of Adspeak by ADWEEK, host Richelle Batuigas challenges one of marketing’s biggest assumptions: that likes, views, and impressions reflect real success. Drawing on her work as EVP at Viral Nation, she introduces the Cultural Relevance Score, a practical framework designed to measure what actually drives business outcomes.


Richelle breaks down how marketers can move beyond vanity metrics by tracking awareness, affinity, and velocity in a competitive context. She explains why legacy measures like earned media value fall short and how cultural alignment directly influences revenue and conversion.

The episode also explores how AI-powered insights and structured data systems can transform social strategy into a repeatable, performance-driven engine. With a clear, actionable playbook, Richelle shows how brands can diagnose what resonates, optimize in real time, and finally connect social media efforts to measurable ROI.


What You'll Learn:


About the Host:

 Richelle Batuigas is the EVP of  Business Intelligence and Data Strategy at Viral Nation. She is recognized for her expertise in social media measurement and performance optimization. With a 12-year background in measuring complex marketing challenges, she has pioneered the Culture Quotient Score, a proprietary metric designed to move beyond vanity metrics and align social media performance with meaningful business outcomes.


Guest Resources: 




","author_name":"Adweek"}