Wal-mart has a Facebook page. Does YOUR business...?

Social Media has lots of business uses and implications. But if you decide to use social media as a marketing tool, how do you know if it's working?

Search Engine Land has some answers to that question for you.

I love social media because it can positively affect almost all aspects of your business both directly and indirectly. Directly, it generates increased brand awareness, traffic, leads, sales, subscribers, and more followers on social media sites. Indirectly, it effects search rankings as a successful campaign attracts backlinks and mentions in content which leads to higher search engine rankings. Social Media is so popular because it truly is that powerful, one campaign can affect your entire business.

The author goes on to lay out 20 specific ways for you to measure the success of your social media campaign. The article is worth reading.