Performance measures for social media marketing programs are divided into two types:

a

traditional media costs and social media costs.

b

purchases made online and purchases made in a store as a result of a link from a social media website.

c

the number of $$views$$ of a YouTube video and the number of $$likes$$ on Facebook.

d

those linked to inputs or costs and those tied to the outputs or revenues.

e

the number of photos uploaded and the number of characters typed $($comments$,$ tweets, etc.$).$