I’ve just finished reading this article:
This was definitely an interesting read for me, because a lot of the baseline metrics that I I’ve looked at when reporting on social media just didn’t seem relevant, especially when reporting to senior staff.
One theme here is that level of interaction is important, and I think it’s more important than reach, even though reach numbers can look much more impressive. Rather than the number of people that might have potentially looked at your content, it’s the number of people that read/watched stuff, shared it, talked about it, talked to you about it, that really count.
A number of the interviewed commenters in this had the point of metrics needing to be relevant to your specific goals and your organisation – this is a helpful comment in that you shouldn’t be exactly following other people’s plan, however there are some baselines that need to be followed – Return on Investment for paid media was one, and real bascis like number of followers is absolutely another.