I think the so-called KPIs (Key Performance Indicators) are a major problem of our time, because they are often defined incorrectly or misunderstood. All too often, decision-makers seem to think that the pure number of followers, for example, or engagement metrics such as likes would indicate that an account or post is successful. However, this is often not the case when other important metrics are taken into account. In e-commerce, for example, a large number of followers or high engagement figures in themselves mean nothing at all: it is not uncommon for e-commerce companies to invest a lot of money in social media management and for the KPIs of their accounts to rise accordingly - but still not sell anything via this channel (that means that the investment is not worth it, of course, because the costs are disproportionate to the sales generated; the ROI not good at all). I think a similar situation can be assumed for many science accounts on Mastodon, for example. Although the number of followers maybe not very high here because there are less active useres, the quality of comments can still be a lot higher. But unfortunately this cannot be quantified, or at least not easily. I therefore think that everyone should first think about what they want to achieve with their social media accounts. It then makes sense to define suitable KPIs instead of being impressed by what can be considered an indicator of success elsewhere and in a completely different context.