If you are serious about measuring social media, here are seven pitfalls that can lead you down the dark path to frustration and failure (and perhaps to the unemployment line): Low Hanging Fruit Basic social media metrics are readily available, easy to get and generally cheap (or free).  But if you are serious about measurement, you’ll have to break a sweat and stretch beyond simple metrics that serve as “gain” indicators (traffic, buzz volume, fans, etc. Continue Reading