I was once at a meeting of various social media managers for different Bay Area non profits.
Each manager was giving an update on their work and bragging about how many “impressions”, “clicks” and “millions of views” their stuff was getting.
The social media manager at my organization got up and talked about how little she cared about those things. She said that ultimately we were about moving the needle on climate change, which involved getting lots of folks to be more environmentally aware and activated.
So her measure of success was in tracking the depth of relationships with individuals who accessed our stuff and how they moved from being mildly interested, to fans, to supporters, to leaders and activists.
I’ve never forgotten that focus on relationships and shifting paradigms. And try and keep that front of mind in everything I create.