Imagen y Reputación

Is it brand awareness? Are you launching a new product or trying to reach a new market? Then you need to measure:

* your share of voice in social media against your competitors
* the volume of conversation around the brand before and after the campaign (i.e. number of mentions, content pieces etc)

Are you re-launching the brand? Do you want to change consumer's perception? Then you need to measure:

* Sentiment towards the brand before and after the campaign (e.g. % increase in positive sentiment, what is the brand associated to in conversations etc)

Are you trying to increase brand loyalty? Then you need to measure:

* Engagement: are users engaging with the brand's programmes and content? Are they sharing it with friends?
* Advocacy: Are users becoming fans of the brand? Are key influencers recommending the brand to their followers/audiences? Are users/key influencers creating content for the brand?

So I say, if you can measure a cat you can measure social media.

Pilar Barrio at Digital Cake