I think that is the right approach, and we should not overdo the “measuring.”. Every successful company, and I mean “success” in the strictest financial sense of earning an above market return on invested capital (ROIC), has historically depended on unmeasurable offline social interactions — people talking about it with each other. Social media has taken social interaction online. Great. But that shouldn’t straightjacket us into thinking that it has to be measurable, when in fact it should just be second nature.