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Social media defies measurement. I am ready to reject the question of “how do you measure it?” Because if you can see it doesn’t mean it’s successful and if you can’t it doesn’t mean it’s not working (especially if you apply other people’s measures).
You have to find your own value and find the measurement that has meaning to you and your work. Don’t stop too long at the measurement question; keep moving forward and don’t define success too narrowly. Work hardest on defining your goals.