A blog post from Kissmetrics describing how best to get started with social media measurement by addressing these questions:
How do you know if your social media activities are effective?
How do you decide what metrics you should be monitoring?
How do you calculate those metrics?
How do you interpret the numbers once you have them?
The post teaches how to measure your social activities so that you can learn what’s successful, what isn’t, and how you can improve.
Though primarily business and Northern focused this post nevertheless clearly explains through a worked example some of the general steps of how to evaluate social media, both for ongoing tracking of activity and for discrete events or campaigns, and incudes links to social media tracking tools.
For information on How to Measure the Effectiveness of Marketing Campaigns more broadly, including types of campaigns and tools for measurement, see this article on Cleverism