Most companies now have a Social Media strategy in place, whether it be in use for PR purposes (as a lot of big companies are doing with Twitter) or for Lead generation (this is the side that most marketing companies are talking about). Regardless of your approach, it's going to be important to understand how things are working for you.
There are some important statistics that you're going to have to monitor, like audience size and interactions, but if you're active across multiple platforms this can get a bit confusing. The fact that there are hundreds of different terms being thrown around, all of which basically mean the same thing, doesn't exactly help. On top of this, there's some more important and all together more interesting things you're going to want to monitor, and they may not be the first thing that gets drawn to your attention.
What I'm going to do is break down for you all the different things that might get mentioned in a report to help you get a clear picture of how your campaign is going.