Each action you and your company takes, regardless if it is Social, Online or Traditional has to have a purpose, a clearly communicated “Next” and a measurable desired result. This most definitely can be accomplished on Social when you implement the campaigns you have created and designed with your Client in mind. Keep a close eye or ear to those results, if they are the ones you are desiring, then all is well; if they are not, then look at the data, the feedback and the points of failure that is hindering accomplishing that goal. Search to continually improve your messaging, processes and customer service efforts. Include those Surveys and Polls that give you the feedback you need, and the data you can use to conclude your directions and results.