I can't tell you how many things—magazine articles, email newsletters, Facebook updates, tweets, blog posts—come across my desk every week that purport to be about "social CRM" (customer relationship management) measurement tools.

Actually, I could.

I could make a pretty little chart and break it down by type of article, and even by source.

And it might look something like this:

I think we could all agree that the value of this chart is questionable, at best. It's pretty, and if we tracked it over time, we might even be able to find some insights. We could use it as an indicator of how much interest there is in this topic. Some might even use it to predict growth in this area of marketing.

But no one would propose we use this method to determine the value of the relationships I have with the topics I'm measuring.

So why are so many brands using tools just like this to measure social media engagement?

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ABOUT THE AUTHOR
Sean Howard is the VP of digital at Thornley Fallis Communications in Canada and writes intermittently on his blog craphammer.ca.