Social Media Marketing Brand Metrics
1. I agree with Hoffman and Fodor's position because while it is necessary to track the ROI of social media marketing, there are other important metrics to track as well. I agree that keeping track of the brand awareness, brand engagement, and WOM through the metrics mentioned in the article are especially important because this provides the most accurate way of knowing how well your SMM campaign is doing. Take Facebook for example, You can track the ROI for your Facebook page, but without tracking how likes, comments, shares, page visits, wall posts, etc relate to generated revenue, you cannot fully know success your SMM campaign.
2. I think the metrics on the table are still pretty accurate today because the majority of those social media sites still work the same as they did in 2010. The only thing I would add to this is things like Google+ where you can then track the number of likes, people in your group, number of people participating in your events and hangouts, number of comments, number of shares, etc.
3. For Twitter, I would ask him to track the number of tweets about his band, the valence of the tweets, the number of followers and replies and the number of retweets and mentions. For Facebook, I would ask him to track the numbers of friends his page has, the number of likes, shares, and comments, the valence of the comments, the number of impressions, wall posts, and user generated items. For Youtube, I would ask him to track the number of video views, likes, comments, replies, the valence of the comments, the number of shares, subscribers, incoming links, and embeddings. I would also ask him to rack the number of impressions and the CTR for his website.