Very interesting article – with American statistics: “You need to stop interrupting what people are interested in and become what people are interested in.”
It’s true that for busineeses engaging in social media, it’s all about engagement and quality rather than just looking at statitics. No doubt about that.
However, sometimes statitics can help you get a bird’s eye view of how your account is going.
TweetStats is one such tool, and gives you some benchmarks for your Twitter account that can compare month-by-month.