Une approche praxéologique des métriques numériques : mesurer le community management pour quoi faire ?

This article analyses the ways in which community managers use the different forms of quantification of their activities, and those of their audiences, offered by digital platforms. This analysis of «digital metrics» is based on a survey (n=545) and a series of 22 interviews with community management professionals. It underlines the interface role of these communication professionals between the platforms and their organisations, the importance of these measures to direct their actions as well as their performative aspects.