Reading this reminded me of the time I found a job ad for Social Media Manager listing 1,000 (or was it 10,000) friends on Facebook as a requisite to apply.

We are easily mislead by what is not important, and so we believe that doing Marketing on social media is about metrics that are as much visibile as they are insignificant. And of course, managers and executives are then disappointed when they come to this very realization.

Continue focusing on bringing consistent value to your audience where they are, and stay clear of distraction-metrics. Long-term success will be your reward.