Whatever the social media metrics an organization tracks,the ultimate criteria is to

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The ultimate criteria for tracking social media metrics is to demonstrate a positive ROI for the brand's social media investment. This means that the metrics should be able to show how the social media efforts are contributing to the organization's bottom line. Utilizing the least expensive metric or constantly changing metrics may not provide a clear picture of the brand's social media performance. Using as many metrics as possible may lead to information overload and may not be relevant to the organization's goals. Finding the most reliable social media metric is important, but it should be coupled with demonstrating a positive ROI.

Whatever the Social Media Metrics an Organization Tracks,the Ultimate Criteria