There's more data being collected than most organizations and small companies can digest. While everyone concentrates on measurements and rankings, it is important to engage viewers and followers, and to listen.
From Fast Company:
"If you have to make choices with lean budgets, I'd urge you to put more funds behind actual human listening. For those customers interested in your brand:
What are they actually saying about it?
What else are they interested in?
What are the larger discussions happening online, among communities who care about the larger issues your products and services are looking to address?
Read entire article here.