Defining the scope and objectives of any social media campaign is important.

This work was commissioned by an international company in 2010 as a very basic introduction to social media marketing.

One important aspect was to be able to outline the scope of social media commerce and business, and to project what the company was hoping to achieve through simple analytics. This is basic 'stuff', but delivers on a number of significant issues such as social marketing, consumer influence and implementation.

For many companies these concepts are the starting point of any social media marketing integration, analysis and measurability.

If you're already on Twitter and Facebook you have a good idea about eWOM, digital impact and scalability.

If you're not; the following is a good start...