The Danger of Being Followed.

More than any other medium, social media offers the highest potential to get distracted by the unimportant.  Companies sometimes expend their energy getting fans and followers, when what matters more are the views, likes, shares and retweets — the evidence that your audience is engaging with your content.  Likewise, posts on your pages by followers suggest a level of enthusiasm for your brand, as does web traffic generated by your social media activity.  When you measure what matters in social media, it creates a healthy shift in focus.