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.