Analyzing associated social metrics is key to organizations successful implementation of a social strategy. Retail companies analyze product sales, hotel chains collect metrics on capacity, why is it that companies attempting to become more social don’t measure and analyze key statistics when implementing a social strategy. How many employees are actively using the company’s collaborative communication tools and how. How many key influencers have responded to tweets or Facebook posts. These kinds of metrics are important when determining if a campaign is merely being ignored by its audience or whether active participation is fostered. If the goal of a social media strategy is to foster participation and collaboration with its users rather than merely providing information or an unused social platform, collecting and analyzing metrics is the only way to measure success and have affective management of the initiative.