In the past, I've written extensively on the topic of social media, from platform evaluation and optimization to management and measurement. Today I want to address a troubling trend in social media: meaningless metrics. There are a host of issues created by meaningless metrics, which include but are not limited to: wasting time, wasting money, and making bad decisions based on inaccurate, incomplete, or incomprehensible data.
The primary challenge is having the knowledge and discipline to provide context around data sources, collection, reporting, and analysis methodology. In this article, I will outline nine relatively meaningless metrics, from general to specific, and how to make them more meaningful.