This is a giant trap – as most teams will lower the bar for participation to make the daily/monthly measurement.

What companies really need to measure are ‘better’ not just ‘more’ interactions. Helpful communication is the key here.

To understand this, you have to put yourself in the role of the user. They are not there to give an organization interaction. They simply want a solution to an issue they have. Help them and they are satisfied.

Want a metric that is real? Measure – can the user afford to loose your community or social media messages?

Shift your communication from chasing engagement to being helpful with depth.