What can be considered as measurable parameters to measure impact in Social Media Optimization?

[himanshu]

[pot]

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[propstm1]

Normally I'd say that a company is looking to measure social media by either traffic to a website, followers or friends on sites like twitter or Facebook, or converted sales.

Depending on how a company utilizes social media they may look to measure one, or a combination of the above metrics. However the methods used to gain friends, followers, or sales, may provide faulty results if the increases do not result in quality of increase... For example if you use an auto-following tool on twitter so you in a short period of time follow a large number of people, but you only see a marginal increase in site traffic because the number of those who follow you back are much smaller than the overall number you have followed.