Increasingly the value of an idea is not in its initial direct exposure, blog mention or spot/insertion in a publication, but in the value or social currency it provides to the audience. This social oxygen value enables the idea to spread socially. Social Media campaigns are uniquely measurable but not all measures are equal and indicate true effectiveness. Different social media actions or online conversations have different values and influences upon consumer behaviour. Multiple metrics, from number of followers and fans, to positive or negative sentiment, to reposts and influencer mentions, can be difficult to distinguish from one another. In effect we can become trapped in a state of analysis paralysis where there is too much social media data and too little understanding.