Measuring how many followers you get, how much engagement takes place and how much positive brand sentiment you receive as a company in social media is nice, but data does not tell you how "good" it is. In other words, if a company has 10,000 followers, or 5% engagement levels of a brand sentiment that is 55% positive, how do they know if these results are "good" or "bad"? Do some research tind find out how companies determine if their social media results are good or bad.