Social media has connected millions of people in ways never before possible, disrupting the landscape and breathing new life into the old questions: "Why is this important and how do we know it's working?" Only now, the answers are more complex. Today's landscape is a splintered collection of new channels, sublimely named yet inscrutable metrics, and a dizzying array of tools both free and paid, offering a dizzying range of possibilities with which to answer the classic analytics question, "What do I measure?" and its first cousin, "What does that have to do with our program?" At this MCN 2013 workshop, the presenters worked with participants to refine and articulate this conversation through a series of examples, case studies, and recommendations. In addition to social media, a healthy dose of web analytics is included, with a particular focus on Google Analytics.