The biggest siren song in social media is assuming that your number of subscribed fans (i.e., to a Facebook page) or followers (i.e., to a Twitter stream) is your audience, and every time you post something, you get to count each one of them as an impression. That just simply isn't the way that people use social media.

Someone you count as a follower may only log on once a month. Or, she may be a fan to 175 other pages and your post may get washed away in a deluge of other posts. Don't count your number of followers as your number of impressions.

TIP: Watch the growth of your followers and pay attention to the deeper analytics provided by Facebook Pages. That will give you greater insight into the engagement you're generating from your page.

Get the full story at ClickZ