Jason Townsend at NASA sees analytics for hundreds of accounts, each with thousands or millions of followers. What’s the one key metric he’s looking for? Shares. A key goal for them is reaching more people and shares take you beyond your immediate followers and into their networks. It’s also a great measure of whether your posts are hitting the right tone with your followers. Jason compared it to mentioning something you’ve seen or read in the pub: it’s an endorsement, and shows your content is entering people’s lives.

Read more: https://medium.com/communicating-science-with-social-media/whats-the-most-important-metric-for-online-science-communicators-3769031949d