Social Media ROI
Concentrate on real world value. Traffic is not a good metric, however targeted it is. Sales, conversions, signups, etc. Try to aim for these.
Book recommendation: Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization
Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for–and achieve them. Practical solutions from structuring programs to attracting followers, defining metrics to managing crises. This book will help you gain more value from every dime you invest in social media.