With any project you take on you need to set metrics to determine if the project was successful. Social media is no different. You need to know if the time and effort you’re spending is providing value for you and your organization. Dave Copeland from readwrite has written a good article called Making the Most of Social Media Analytics. He explains that social media is measurable and that doesn’t mean just counting the “vanity metric” followers.Dave shares Linus Chou’s, of Google Analytics, outline of four ways social media managers could measure the effectiveness of their posts: virality, engagement, advocacy and retention.