An interesting article in Fortune: http://fortune.com/2016/02/19/buzzfeed-metrics/. "One of the biggest challenges in online publishing, Nguyen says, is the continual process of re-evaluating what criteria the company should be looking at in order to gauge its effectiveness in reaching an audience, a process that BuzzFeed calls “re-anchoring.” In effect, it’s an almost scientific approach of checking to see whether the thing being measured is actually the thing that is most important."
While WMF seems to be focused on pageviews for fundraising reasons (and I would guess that this is also the thinking behind WMF Communications increasing its staff and budget for social media), I hope that we can explicitly include off-wiki uses of Wikimedia content in our measures of impact and success.
Pine