When you set goals for your social media campaign, you need to ask yourself what you want to accomplish and then measure your efforts. The type of business you operate actually determines what you should measure.

For instance, if you’re a brand advertiser, you should measure the online buzz that’s created about your brand and look at conversations and mentions. If you’re an online retailer, you should measure social media like a direct response campaign and look at the number of visitors to your site and the number of sales generated.

Ultimately, the value of social media is not determined by how much money you make. Instead, it is determined by how your business receives value from it.