Without specific business goals, your metrics are meaningless.
When a tree falls in a forest and there is nobody there to hear it, it makes no difference whether it makes a sound or not. If a leaf falls in a forest and there are thousands standing within earshot, the sound is so minute, it makes no difference.
Today, all the social media in the galaxy with all the lovely comments in the universe does nothing if it does not drive traffic to your web site, your telephone, or the store. I want clicks to my web site!
You can’t control the conversation but you can guide the conversation. You can influence the conversation. You can have an impact on the conversation. That’s the whole reason for tracking and measuring it.