Measuring success is one of those social media marketing sticking points that still has most people baffled. Traditional online metrics such as measuring click-throughs doesn’t really give you the full picture because a lot of social media campaigns are about awareness, not action. In other words, they function more like TV commercials than banner ads. This is why TV ratings leader Nielsen is working on bringing “Gross Ratings Points” to Facebook.
As explained in an article published in the Wall Street Journal, Gross Ratings Points are a metric that measures reach — “that is the size of an audience—by the “frequency” with which the audience sees a brand.”