My name is Paul, and I’m addicted to the Investigation Discovery cable channel.

“ID”—for those not in the know—is Discovery Communications’ 24/7 collection of original and curated true-crime mysteries. Recently, my ID addiction led to the discovery of “Serial,” a new true-crime show that investigates a 15-year-old murder case. The show isn’t on TV. In fact, it’s not on radio or YouTube, either. It’s actually in a trendy digital format that’s risen in popularity by 25 percent from 2013-2014, according to Edison Research.

When it comes to integrating social media into a B2B content marketing strategy, metrics and measurement are the key to success. There are several analytics tools that provide insights to help with social media metrics. But do you know what these insights mean in the bigger picture, like how your content strategy and engagement levels compare to others in your industry?