List and discuss the most common social media metrics that public relations practitioners use to measure return on investment (ROI)

What will be an ideal response?

• Blogger outreach: measuring success in reaching bloggers consists of determining how many bloggers wrote about your campaign, how many comments, the posts received, how many social shares the posts received, etc.
• Twitter analytics: measuring Twitter value consists of determining how often people used your hashtag, new followers generated by the campaign, cost vs. click-throughs of sponsored tweets, etc.
• Facebook analytics: Facebook offers built-in tools and demographic options to help measure success. These include the ability to count how many times people "liked" the particular message, determine if the targeted demographic was reached (using Facebook Insights), and evaluating cost and click-through rates of Facebook ads.
• YouTube and other video sites: use of online video can be measured through assessing number of views received, assessing "likes" and "favorites" received, counting new subscribers to the channel, etc.