Regarding one of the most used social networks, Facebook, let’s take a look to what you should pay attention to.
These  metrics will help you make decisions about your engagement and content strategy that would allow you to build more effective interactions with your public:
1. Weekly or Monthly fan size growth: Periodic track the number of fans (or “Likers”) to see what your growth looks like. If you are growing organically and you have 10% monthly growth, you are doing extremely well! Whatever you decide to do, make sure to watch for the spikes in fan growth and try to identify what contributes to it.
2. The average number of Likes or comments: These are your engagement measures. If you know the average number of time fans interacted with you for every single post, you will be able to identify which discussions are of more interest to your fans. This is a good metric because it is extremely helpful in making immediate decisions in your content strategy and changes. Increase the number of posts around the topic your fans are more engaged with and decrease the number of posts around topics they are not interested in.
3. Unlikes and attrition rate: The fact is that you will always have some unsubscribes, no mater how great your engagement is, but hopefully it is just a small number. You want to try to correlate them with the activity on your page and understand why people are leaving. It is rather hard to nail down the exact reason, but if there is an unusual spike, you will usualy have a pretty good idea. The simple attrition rate formula is: Daily Unlikes / Daily Fan Count
4. Demographics: No matter what your objectives are, you can always find the demographics data useful: the gender of your fans, their ages and where they are from. This is vital for you for direct marketing campagins and understand your Target behavior in a granular way.
5. Page views helps you identify the number of returned fans. If you take the number of page views and subtract the number of unique page views, you will see how many of your fans are actually coming back to your page. You can also look at the Daily Active Users metric.
6. Mentions: This is a cool metric - the number of times someone tagged you in their post. The reason why this  is important is because it is the easiest way for your fans’ friends to click through to your page. Every time someone tags you, the name of your Page appears as a link. It is much easier for someone to click on that link and learn more than to search for your Page manually.
7. Tab views If you have multiple tabs on your page, it will tell you which tab gets what percentage of traffic. This metric will help you decide on whether you would want to keep or maybe get rid of some of your tabs.
8. Referrers: Another new metric that tells you where the traffic to your page comes from. You want to increase exposure to your page on the sites that bring you the most traffic.
9. Affiliations If you have an Affiliation program where you put other persons trying to sell your brand by a % of the sales than you need to measure it. Here the % of sales Vs nr. of persons selling for your is your metric.
10. Impressions: If your page is over 10,000 fans, you will see the number of times your post was viewed –- impressions. This metric is not exact since every time someone’s page refreshes, it counts as an impression


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Social media is about engagement...it's not like traditional marketing, pushing a message  one way only: social media is user centric, not about a product! And you must have your target profiling very well defined before starting this journey. Create content: social media stages an interactive story about a product or service, enabling multiple interactions, from sharing, commenting, to playing with the story! Don't forget to lead this journey but let your followers and the experience breathe!

1. Embrace the Age Get involved: you must really believe that old marketing rules are almost dead and you must start doing social media campaigns and events in the same professional way you do with the traditional channels. You can have a part of it outsourced but you need your own specialized force to make it happen - one human resource only making comments or tweeting things is not enough: I'm talking about serious work on a social media strategy.
2. Know your target feedback How do your clients behave concerning your products/services?
Use the Net Promoter Score (NPS): Customers respond on a 0-to-10 point rating scale and are categorized as follows:
·      Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
·      Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
·      Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors. Now compare to other companies. Amazon is on 75%, for example (and that's very high).
3. Now decide if your company is ready for a social media campaign Most companies shouldn’t open themselves up in social media until they’ve earned respect. Is your product at a "five starts" level? Chris Brogan also wrote that "you shouldn’t push a social campaign unless you have pre-existing trust and relationships in social media". Focus on a number of followers you need and target it. Feed your network. Nurture the relationships. Deep study your target group and study the launch of the  campaign (decide if you want to start with all your group or a sub-target).
4. Align all the channels and make sure you have a FIT You must align the release of a new product/service and the launch of a new campaign; you should have all other sales and marketing channels aligned with the social media channel. You must grant you have a FIT between your company values, the campaign and the followers' profiling. Make sure you have all the analytical tools ready to measure it.
5.  You feel ready and things can get viral you know you're ready and you'll launch a new campaign or more actions when you feel you have the quality and the number of connections you need to be effective in the social media. Just a reminder: this is a no turning back point and you have already made a big journey until here ...but in social media there is no guarantee that it will be a blast! As a matter of fact the success is more dependent from the story you tell, from the experience you are giving, form the quality of the product and the compromise your company made, as a all, than any other variable.

And don't forget to make it with the help of a Social media professional because when things go wrong in a potential viral ambient, they spread even faster!