Can’t recommend highly enough the post Mike Manuel has put up on VoceNation about how to understand what’s important to measure in social media programs.
For example, a lot of people tend to think hard metrics like page views, visits, subscribers, followers, fans, blah, blah, blah, *is* social media program measurement. I’ll argue it’s not — that’s simply platform analytics. It’s an important type of micro measurement, sure, but only of the health and performance of a platform, be that your blog, Twitter profile, Facebook page or otherwise. But this data has to roll up into larger measures of success for you to really determine what is and isn’t working for your program.
Great stuff and make sure you read the whole thing.