There is a vibrant ecosystem of services tailored to measuring Twitter—vanity metrics and beyond.
How management reviews and assesses the performance of its employees can have a major impact on morale within a company, the image it projects to the public, and its brand value.
PR pros now spend a lot of their time navigating the social media terrain. They post tweets, distribute pictures on Instagram and create six-second video clips for Vine. Whew. While those skills certainly hold value for communicators, they may not be the essential element for career advancement.