Social media metrics are useful when they help a business make a better decision. A large reach number can look impressive, but it does not show whether the right people noticed the business or took a meaningful next step. A small business can build a clearer measurement habit by connecting each metric to a goal.Start with the business outcomeChoose what social activity should support this month: awareness among a target audience, visits to a service page, inquiries, event registrations, repeat purchases, or customer support. Set one primary outcome and a few signals that help explain progress. Avoid tracking every available [...]