Once you begin implementing your grand scheme using Social Media, you need to actively engage in measuring your outcomes. The trendy word for the analytic tools for Social Media is "socialytics".
This article on econsultancy.com outlines 10 ways to measure social media success. Those tips are well complemented by these from Microgeist. Here is a good list of near-free analytic tools for social media.
Twitter is a social media tool that provides an opportunity to observe the power of "word of mouth" to build awareness, and has stimulated the creation of many analytic tools.
For people that love to justify their efforts in financial terms, there is a social networking ROI calculator that you can use for campaign measurement.
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