You can look at some of the following metrics to measure success or failure of a social media campaign:
1. Measure the growth in volume of the people talking about your brand on social media. Look for tweets and retweets, brand mention, URL references, etc.
2. Check the reach of your campaign. Measure how many people have watched your content and where. Reach could be measured in the form of organic reach, viral reach and paid reach.
3. Engage your audience with relevant content. The likes, shares and comments on the content posted can be one way of measuring the success of your content.
4. Monitor the analytics collected from the social media platforms and analyze the data to report actionable measures.