You need to first develop KPIs (Key Performance Indicators) that will be used as your basis. When you do your marketing performance measurement you will use the KPIs to help determine your ROI. Now that is the answer if you are trying to examine the success of the social media marketing campaign/strategy. If you are instead trying to determine the value of the brand, then you have many ways. Again, you still need to use KPIs but now you will also want to do a comparative analysis of competitors.

Dear Louiza,

I think brand equity comes from your customer who believe your product. For example, your product sell on offline store and then you want to sell the product on online . people must know your product not only on online but also on offline. your product must have the brand awareness . People in your target audience must aware of your product, your organization, image.

You can measure Brand share of voice (SOV) using a number of different social media measurement tools. Our tool NexaMaster can collect all the public comments on a public brand or multiple brand pages on Facebook and you can then qualitatively score them for variables that are of interest to you or your client. Measuring social share of voice is standard practice in social media marketing.  

Google Analytics is a great tool (free) to measure any and all of your KPIs. As Mario mentioned above, ensure that your KPIs accurately reflect your goals. Avinash Kaushik has a great blog that speaks to what your are asking about. He also has books that can assist. 

continuously understanding customers preferences and updating products and services is the key to increasing the brand equity on any channel.

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