The measurement of online marketing campaigns has certainly become more challenging with the rise of social media channels. Web analytics used to be simpler when you were only measuring visits and views to just your own website.

Now, we want to understand how people interact with our content – wherever it may be – and much of the time our content is also being shared across many other websites (Twitter, Flickr, YouTube etc.) and that presents a new kind of challenge for gathering metrics.

Thankfully, there are tools and techniques emerging that allow us to better understand the impact of social media campaigns.

I keep up with the latest tools and trends to measure the effectiveness of social media efforts and deliver detailed post-campaign reports.