I don't know why, but the CTO's question sounds so wrong. And my view is that you cannot get the right answers if you do not know what to ask and, especially in

I don't know why, but the CTO's question sounds so wrong. And my view is that you cannot get the right answers if you do not know what to ask and, especially in this case, what to measure. Intuitively, reading this question I felt like I would answer "Great, we have circulated 5000 memos, how many more widgets does that sell?" It is wrong in so many ways. Not all memos/likes are created equal (unless you make them so by ignoring them.) Not every activity is a sales/front-line activity. I do performance management for a living, and people routinely get the performance measurement part wrong in so many ways. But especially for social media I think we are still at the lowest level of performance understanding and concepts' articulation.