Reading this post got me thinking (yet again) about social media and measurement. 

There is a lot of talk (years of it actually) about tracking links with shorteners, following threads for positive and negative comments, surveys, retweets, followers, etc., etc. 

Yes, these are all legit forms of measurement. However, talk to the VP of sales. Are they excited about someone retweeting a link from their company's president who was talking about their banner year? 

Probably not. 

Wanna know why? 

Because that retweet, while it might have reached 10,000 Twitterers, didn't turn into a sale, a donation, an inquiry, etc.