1. A method comprising: identifying, by a social media measurement tool executed by at least one processor, at least one keyword, wherein identifying the at least one keyword comprises selecting the at least one keyword from a plurality of search terms, wherein each of the plurality of search terms is associated with a respective bid amount; identifying at least one bid amount associated with the at least one keyword; identifying, by the social media measurement tool, directly relevant content on at least one social media platform, wherein the directly relevant content is identified based on including at least one post that includes the at least one keyword; identifying, by the social media measurement tool, relevant downstream content on the at least one social media platform, wherein the relevant downstream content includes at least one additional post that is associated with the at least one post and that does not include the at least one keyword and that is relevant to the at least one keyword; generating, by the social media measurement tool, at least one respective value for at least one metric describing a relevance for the at least one keyword, wherein the value for the at least one metric is generated based on the directly relevant content and on the relevant downstream content; and automatically modifying the at least one bid amount based on determining the at least one respective value for the at least one metric describing the relevance for the at least one keyword.
9. The method of claim 1 , and further comprising: generating at least one additional keyword different from and related to the at least one keyword, wherein the at least one additional keyword is generated based on the relevant downstream content; generating at least one additional value for the at least one metric describing an additional relevance for the at least one additional keyword based on identifying additional directly relevant content and additional relevant downstream content for the at least one additional keyword; and adding the at least one additional keyword to the plurality of search terms based on the at least one additional value for the at least one metric.