The problem of measuring non concrete data such as social media influence and engagement level is the problem of finding and adopting the right measurement method. In this video interview published by WebProNews, Dave Fleet explains that isn't possible to simply measure how much a social media influences or engages, because data are too subjective, they are not pure metrics like those used for the ROI calculations. He is suggesting two steps: first is setting up a strategy that clearly define the business objectives of the social media initiative (a FB page, a TW account, a YT channel, a G+ account, …), second step is making sure these objectives are measurable. Social media measurement has just started to become a popular (valuable) topic to debate because companies that have invested in it want to go deep and to understand where's the value for their money. This brings to a couple of final considerations: 1. investors and web marketing agencies are on the same boat: none of them knows exactly how it works, they both need to find it together, they need to learn it from the day to day work; 2. there are different kind of data to be collected depending to who these data must be reported within the company. To read the full story published on WebProNews: Guess what? Social Media measurement doesn't have to be hard.