It was once the case that social media ads were measured based on click-throughs.  The attached article describes the most popular social media platforms and how effect can be measured. 

http://www.adweek.com/news-gallery/technology/what-marketers-need-know-about-how-todays-top-social-platforms-measure-video-174064

Sincerely,

Nancy Ridgway

Good day,

Kindly find the attached files regarding some of my researches in social media:

1- The Effect of Advertising Awareness on Brand Equity in Social Media

2- The Effects of Social Media Marketing In the Hotel Industry: Conceptual Model for Development of an Effective Online Community

It may help you,

Best regards,

Dr. Alhaddad

Article The Effect of Advertising Awareness on Brand Equity in Social Media

Article The Effects of Social Media Marketing in the Hotel Industry:...

Hello Sir

Thank you very Much

With Regards

The secret is to measure several different ways.  Measure quantitatively and qualitatively.  Measure summatively and formatively. Do not rely on a single measure.

Please refer to the following paper and book, particularly the following book sections: Why/What should you measure? (namely: Reach / Quality versus Quantity / Visibility / Influence / Measuring influence) How should you measure?, etc. (Deckers and Lacy, 2013, pp. 231-256)

• Deckers, E. and Lacy, K. (2013) Branding Yourself: How to Use Social Media to Invent or Reinvent Yourself, 2nd Edn, Pearson  Education, Inc., US: Indianapolis, Indiana.
• Kim, A. J. and Ko, E. (2012) Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand, Journal of Business Research, 65, 10, pp. 1480-1486.  

Hi there, 

One of the important effects of social media activities is the traffic that is directed to the landing page. This is analyzed through various tools, probably most common is the google analytics. 

I believe it has a lot to do with aforementioned click-throughs. At the end of the day, what is the goal of the social media campaign is the main question.

There are three aspects that should be taken into consideration, the Discovery, Conversion and Engagement (all directed to the landing page) and I believe these can be a benchmark for social media activities. 

Good luck with your research! 

Best,

Anida

Reach, frequency, engagement, and eventually, sales.

i may share our google statistics. we are conducting academic events and manaing our journal. you may check us www.intraders.org