Measuring media is very important. It helps you find out how much traffic you are getting and how much interaction you can receive or don't. For brands, this information is important because they need to see what works and what doesn't. Brands depend on this information to maximize their audience reach and growth. Some of the more challenging parts of gathering this information is the algorithm of each site. Different sites have different ways of filtering posts and making some seen more than others. Also, current events and trending topics will cause spikes into these analytics that won't always work.
Some people are scared that companies receive this information from users. They think it's an invasion of privacy, and to a certain point, it can be. There should be a certain privacy and right people have to look at what they want without someone recording these things. There could be scandals, and there has been.
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