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Scoop.it!
Ask any communications practitioner what the measure of success is for their campaigns, and most often the response will be a list of well written coverage pieces, shared aggressively across social channels. Ask any marketer what the measure of success is for their campaigns, and they will reply with a litany of metrics. Guess what, social media pros — you’ve been doing it wrong. It is time to measure like a marketer.... 
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Scoop.it!
Simply put, if you’re not measuring, you’re not marketing.
Jeff Domansky's insight:
Mike King says it's time to throw away the vanity metrics and measure what really matters in social media and social marketing -- business metrics. Recommended reading for marketers. 9/10
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Serena Erlich outlines how to measure your social media programs easily and effectively.