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Social media campaigns will utilise content marketing tools such as YouTube, Facebook & Twitter (which content marketing tools are used will boil down to where the target audience are already conversing.) MSL London has found a few examples of how these content marketing tools have been used to measure the success of a campaign:

BlendTec

What It Is: BlendTec makes high-end blenders and wanted to demonstrate to the world that their blenders cost more because they are significantly more powerful. So they created a series of videos showing their CEO in a lab coat trying to blend various objects, including an iPhone, a Hannah Montana Doll and much more. Of note, Blendtec is largely a B2B brand, selling most of their blenders to places like Starbucks.
Why It Worked: This is the rarest of the rare: A branded viral video that supports the main brand proposition. Their sales increased 500% after web traffic to their website increased 650% (detected via a Google Analytics Tool.) Facebook has attracted over 9,000 fans to date since last year and the YouTube channel has had over 7 million views. Budget also increased which allowed them to do this great Old Spice parody video.

Dove Self-Esteem Campaign

What is it: The Dove Self-Esteem Campaign is designed to empower participants and create new ways to view beauty, body image and self esteem. It’s such a valid concept, especially in today’s society that preaches that thin and airbrushed is the true mark of beauty“.
Why it Worked: The campaign has managed to enhance the brand’s image and generate more sales. Dove has formed a connection with their target audience and sources credibility through understanding females and their overall well-being. One of the campaign related video’s Dove Evolution has had over 13 million views alone and over 60,000 fans on Facebook since March 2010.

Social Media keeps the Creme Brulee Man travelling:

What is it: The Creme Brulee Man is a food truck in the U.S. that keeps people up to date about its next location via Twitter. In this case, social media is actually keeping the business going, as it allows the owner to reach a new audience and alert people as to where he’s going to roll up next.
Why it Worked: This is a good example of proving the value of social media, showing that it can actually support an entire business. In just over a year the truck’s Twitter account has gathered over 12,000 followers, which is an impressive number for such a small business with a relatively small geographic target.

Additionally measuring the success of an owned social media campaign comes through analytic features that each content marketing tool will encompass: -
•    Google Analytics – gives the user a good indication of web traffic and content pageviews 
•    YouTube Channel Analytics – gives the user a breakdown of how popular the video has been. It’s based on content, views, subscriptions and many other insightful measurements
•    Facebook Fanpage Analytics – the benefit of the tools allows the user to see the number of fans that joined the page and other engagement levels through a series of statistics
•    Foursqaure Analytics – a location based service which identifies the user’s geographic location and engagement (primarily via status updates)
•    Twitter Web Analytics – New to the scene! Gives the user an insight into content share across the twitter network, the traffic Twitter sends to your site and measure the effectiveness of the social pluggins ’Tweet Button’ integration
The analytic features listed above provide for some really interesting insight, the measured figures stand up to show that a social media campaign, well executed, can drive a significant return on investment for a business.