644d6352_Business_Goals___CustomerThink__Description
[Business Goal] Brand advertising [Typical Key Metrics] Reach and frequency, e.g. unique users and views of your Facebook application or Twitter followers Engagement, e.g. number of comments or links on a post. Share of voice Quality of the audience that you are reaching, e.g. demographic fit [Description] 
Even though the biggest opportunity with social media is thought to be in facilitating conversations, it is obvious that many marketers are still approaching social media in a way that is more similar to traditional advertising or PR. Companies doing this should then look at typical advertising metrics to measure and improve success
Social Marketing Metrics Must Fit Your (Real) Business Goals | CustomerThink
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