Create new customer value metrics

Profit from your deep dive into email marketing to creatively concoct new measurement criteria that will pave the way to measuring your social media. Two concepts to keep in mind: influence - how many people does a consumer reach and what impact does she have with them, and participation - how does a consumer interact (with the brand and with other consumers) and how often. Suggestions to begin your thinking: number of emails forwarded, quantity of friends recommended, feedback given, number of product reviews or recipes contributed, number of polls participated in.