To preface: we’re both busy and Google doesn’t rate articles by word count or keyword stuffing so let’s cut the crap and get right to the point. Deal? Deal.
Right social stats indicate action:
Wrong social stats are passive
Right stats require actions and we call these social actions Engagement. But not all Engagement is created equal, the more effort an engagement takes, the more value it has. Click Engagements, Likes and Shares, are less valuable than text engagements, Comments and Replies, and nothing is more valuable than a time engagement, like attending a webinar or a meetup.
The most important thing to monitor are valuable actions, so take some time to take stock of the actions available to your audience, the value of each of those actions, and which are the most worth your time to nurture and grow.
*This is, of course, a rule of thumb and can change depending on your circumstances.