Forth Metrics aims to create robust metrics tied to objective business outcomes. Measurement is key and so is the process of setting clear customer goals to measure against. The social media industry suffers from a lot of ‘noise’ from a whole host of services that claim to provide insight into what is going on out there. No wonder it is confusing. However, sometimes, you do just have to take it all with a pinch of salt and laugh. And laughing is good for you. So if you want a short history lesson on 18th century Crimea and a tongue-in-cheek giggle at the expense of social media influencers, take a look at Ron Shelvin’s blog.