Types of Social Media Measurement
http://www.iabc.com/cwb/archive/2007/1007/Gilliatt.htm

Gilliatt, Nathan
Communication World Bulletin
2007

Abstract:

Social media measurement sounds like an inherently good idea. Management likes numbers, and if we can measure it, we can manage it. So, all this new online activity should be easier to understand, once we measure it. There's only one problem: What does social media measurement mean? Like social media itself, it is an evolving term with multiple definitions based on the needs of different constituencies.