Can some explain social media measurement to me?

[CCM1986]

I have an interview tomorrow for a Social Media position and he wants to talk about social media measurement but I dont know a lot about it. Any help would be great

[propstm1]

To measure social media, results are normally measured in increase in friends (Facebook or MySpace) or followers (Twitter). Also measurement may be in traffic to a website or how any of the previously mentioned convert to sales.

Normally these things are measured over time so that you can track the changes using a tool such as Google analytics