Entrepreneur and author Gary Vaynerchuk thinks so-called social media experts are “clowns” — what really matters is driving ROI. According to Vaynerchuk, who is the author of best-selling business books Crush It and The Thank You Economy, too many companies are hiring 22-year-olds to manage social media strategies simply because they’re from a generation that grew up with pervasive digital media.“Your 22-year-old did not use Facebook the last three years to do business,” said Vaynerchuk. “He did it to, like, look at chicks’ bikini pictures.”Watch the interview to find out what qualities Vaynerchuk prizes when it comes to social media expertise.

via Gary Vaynerchuk: Why ROI Matters for Social Media [VIDEO].

http://www.dreamgrow.com/fans-and-followers-more-or-better/

So, how to measure the quality of the your fandom? I believe that the best metrics are engagement metrics. Count the instances when real action is taken:

• retweets
• @-conversations
• likes
• comments

If you have set up tools to measure these metrics then you can better understand the quality of your fans and followers. Set up composite metrics that give you insights about the value of your followership. Examples of composite metrics are:

• retweets per follower
• comments per Facebook fan

Or you can go even closer to the actual business value by measuring:

• site conversions by fans

revenue from social channels