This document summarizes key points from a training session on social media measurement: 1. Social advertising spending has grown significantly in recent years but measurement remains a challenge, particularly linking activities to real objectives and ROI. 2. To measure return meaningfully, clear objectives like increasing brand awareness, engagement, or leads must be set first. 3. Social marketers have access to metrics on reach, engagement, and impact through various analytics and tools, but metrics need to be appropriate to objectives and provide useful context benchmarks. 4. Upcoming trends like native advertising and programmatic buying may change how social performance is measured and closed-loop attribution is achieved. Defining clear objectives, focusing on aligned metrics,