This week one of the world's most famous media properties will likely announce its 44th consecutive quarterly loss. Twitter loses money because it doesn't show marketers their ad dollars lead to business outcomes.

Pinterest can't figure out how to explain success to marketers. Its case studies often avoid quantifying results. When the company does present data, it spotlights digital metrics more often than business metrics.

Instagram is famous for its engagement rates, but that's not how the site reports success. Instead, Instagram encourages marketers to measure to business and digital metrics.

Snap promotes its offerings to marketers in the right way. The company reports reach and impression data in every single Snapchat advertising case study and presents business metrics like brand favorability whenever it can. It almost never cites engagement data.

Want to measure social marketing the way Facebook does? It's simple: Focus on business metrics rather than engagement data. Download my free report to learn more.

Facebook doesn't think you should use engagement data to measure social marketing success. Its own measurement stresses business outcomes like awareness and sales, and yours should too.

Brands can’t succeed in social media if they don't measure it properly. But today we measure social marketing in exactly the wrong way. To succeed we must move beyond engagement.

One week from today I'll be in Seattle for the second edition of Simply Measured's LIFT conference.