This document discusses measuring social media interactions and key performance indicators (KPIs). It notes that social media KPIs measure ideas, thoughts and experiences rather than just web behaviors. The document recommends measuring the building blocks of interaction, like content shared, links, mentions and engagement. It provides examples of KPIs like tracking mentions, hashtags and sentiment on platforms like Twitter, Facebook and YouTube. Tools mentioned for measurement include Radian6, ViralHeat and Google Analytics. The document also questions what metrics a popular site like icanhascheezburger.com uses to measure its 47 million monthly page views.