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Simple metrics like "followers" and "likes" are usually dismissed by the gurus but actually play an important part in your company's progress...
.Most social media “gurus” will be quick to point out that activity-based metrics such as number of posts, followers, or re-tweets are meaningless because they don’t measure real business value. I’m going to take a contrarian viewpoint today and explain that in the real world, these simple measurements are not only useful, they may be critical.
A few years ago, I was working as a consultant on a new marketing initiative for an extremely conservative, slow-moving company. As we were getting to know each other, I asked the people around the table “If we gathered here a year from now and you told me that our initiative had been wildly successful, what would have been achieved?”
One of the veterans of the team spoke up: “I would like to see that something … anything … actually HAPPENED!”...
I really liked Mark Schaefer's practical point of view on social media measurement. It's a good read.