The Metrics for Social Media from a cmt at Ad Age

What are the metrics for HP, Oce, Xerox, Ricoh etc etc etc?
To give some context: At the end of the comment it says

"We do a lot of work in the space and have a white paper on the subject - the 9 Step Guide To Social Networking. Starbucks does a better than average job on all 9 steps.

We also generate a forecast for food and beverage trends and Starbuck's move to instant-coffee with Via, may seem counter to the brand to some, but from the trends we've seen, it too is dead on.

Rodney Mason, CMO
Moosylvania
The Great State Of Design
www.moosylvania.com

www.twitter.com/rodmoose

And a snippet of the comment follows:

@ Advertising Age
"Bravo! for the upcoming shift to more relevant media that Starbucks can dominate in - social media. It's a medium custom made for Starbucks core customers and not so much for Dunkin Donuts or McDonald's.

Don't believe it? There are a handful of McDonald's Personas on Twitter, none have more than 700 followers and Dunkin Donuts has just over 29,000, while Starbucks has over 250,000 followers.

McDonald's US has just over 1,882,000 fans on their Facebook Fan Page, Dunkin a little more than 829,000. Starbucks has over 3,665,000 and Starbucks Frappuccino more than 1,307,000.

Perhaps today you found out through a friend that Starbucks had an exclusive one day offer for a free pastry with the purchase of a drink via a viral e-coupon. If you didn't know about it, you might not be in their target audience.

Going to the core traits that make the Starbucks brand distinct and special will perpetuate greater awareness in the social networking sphere."