Why Your Social Media Metrics Are a Waste of Time

Many companies use the wrong metrics to measure their performance, especially when it comes to social media. If you think pageviews, unique visitors, registered members, conversion rates, email-newsletter open rates, number of Twitter followers , or Facebook likes are important by themselves, you probably have no idea what you're doing. Those metrics are the most common false idols of analytics.  

To see the full report go to: Harvard Businesss Review