Tara, Likes and shares provide feedback on how engaging your content is for your audience which correlates to building affinity with your group and engaging them to remain connected. This is definitely important and useful feedback that allows you to adapt and adjust what you share to engage your community. I'm sure you use other tools in your office such as the phone or the internet to do things like "Increase job leads, expand employer partnerships, increase student event participation, increase student career center usage, etc. Moreover, I'm sure you have some forms of measurement such as cold-calls made, job leads acquired, new employer relationships established, etc. What I find interesting is that many do not apply the very same measurements when using social tools. Why do you think this is so? Certainly, one can measure job leads acquired through social sources, employer connections made, or even the correlation between social media usage and an increase in student participation or even employment rates. If we can measure these things, why do many choose not to? If it is important to measure results from other strategies, why not social strategies? Do you have any thoughts to share? Robert Starks Jr.