So what do these numbers tell us? Actually not much, it shows how many accounts there are on Facebook or how many apps there in the app store, however they doesn't say a thing about the value of these numbers or even the relevancy for you. Still it seems, we like these numbers very much. They are big numbers and we often associate these numbers with success. Maybe that is the reason that people often use the same empty, non relevant numbers in their KPI for social media campaigns.
Companies should not invest in monitoring tooling when everything they do with it, is just faking engagement. Since what normally happens is that this becomes so "customer service" oriented that people forget the true power of listening and engaging with your customers, partners, and employees.
If you want to know more about me or this site, you can contact me, read the about page, or read my lifestream. If you want to be updated regularly on the topics of this site you can either follow me on Twitter or subscribe to the RSS feed.