1. A method of retrieving social media content metrics from a plurality of websites using a smart adapter, comprising: constructing a respective plug-in for each of said websites; constructing a database of M plug-ins corresponding to M websites, respectively, where M is a non-zero integer; selecting one of said plug-ins from said database; feeding said selected plug-in into said multi-site adapter to thereby customize the adapter for the selected plug-in; and applying the customized multi-site adapter to a particular one of said websites corresponding to said selected plug-in to facilitate retrieving said metrics.