In a world where social media is becoming increasingly important to a company’s success, organizations are realizing that it is vitally important to have the appropriate tools to measure the effectiveness of their campaigns. This is where social media metrics come into play. Social media metrics are specific tools that reveal how a social media tactic is having an impact on any given organization. Whether a company uses these measures to calculate its number of fans, or to determine the demographic of target audiences engaged with their social channels, it is these metrics which help an organization understand how a specific strategy effects the productivity of their business.