Fortunately we are moving towards the generation of Standard Metrics for the Social Media Campaigns performance, which is great! but not enough.
I’m affraid that we felt once and once again in the same trick. We focus on what it is possible to measure and based on that we select our metrics.
It looks like the same process we lived during the development of Behavioral Metrics. Even today some people don’t understand why should they use some behavioral metrics and it is understandable because some of them are not useful at all. I mean, they are not useful if you use them lonely.
SocialMedia is bringing the same problem with it. I was trying to evaluate every single metric that people, companies and organizations are proposing to measure Social Media Performance and instead of identifying metrics to real understand how are the campaigns going (related with the companies objectives) I’ve fount metrics that are just useful to compare companies to other companies without any sense. It is just about having “more” (or less depending the metric) than your competitor.
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