Measuring stuff seems to be a big debating topic when lawyers look at social media. There is an irony in this as most lawyers don’t measure most things very well period.
Customer feedback, what the client wants etc I don’t see a lot of (valuable) measuring going on there. Even if you do measure it that’s just half of the story…what do you do with that data? If the answer is nothing then why did you bother measuring in the first place?
Does social media work…um yeah, take a look around you or go surf Kickstarter for some powerful uses of social media. It’s working 24/7 with or without you. Ideas start and then get momentum because people connect up and start to share. If you fraternize in other areas and industries you will find less mention of ‘measuring.’
Social media is a tool to promote the building of better things faster with other people who want to build them with you. But you and others have to do the creating, the building the collaborating etc…all social media (or tech generally) does it makes that more possible, more efficient.
Think about what you are trying to build together, with others (I can’t emphasise the word ‘together’ enough).
When you have built it and are happy with it…feel that measure love.