Question: Only 2 to 3 paragraphs answer following question:

Social media presence became a "must" for most companies - in what looks like a marathon-effort for collecting likes, tweets, followers, and any other form of "consumer interaction". For most social media campaigns, the end prize is still being measured in terms of volume on the above types of interactions; hence much of the effort goes into creating strategies that maximize this volume.

For instance, have a look at several highly acclaimed social media strategies as reported by Forbes (Walmart and Starbucks or Wendy's ). Ironically, at the same time, McKinsey reports that 91% of the companies included in one of their most recent surveys believe that social media has no impact on sales!

Hence a question that many (practitioners and researchers alike) are trying to answer is: How do we measure the impact of social media marketing? What types of metrics should we look at, what DOs and DON'Ts could relate to these metrics?