We tend to talk about social networks in terms of size, because audience
reach is one of social media’s biggest advantages. That’s why Facebook
gets so much attention. With 1.2 billion monthly active users, it’s a
But as audiences adopt newer social networks, and people’s social
activity becomes increasingly fragmented, other measures of social
network activity become more important, especially for businesses trying
to determine where to best allocate time and resources. How much time users spend on each social network and how engaged and interactive they are with content there are increasingly important ways of evaluating the sites.