This document discusses various social media measurement tools and metrics. It begins with an overview of common metrics like mentions, sentiment, share of voice, influencers, velocity, reach and share metrics. It then discusses limitations of social media dashboards and similarities to web analytics. The main section recommends focusing on actionable metrics that provide insights rather than just numbers. It emphasizes understanding context and motivations rather than just volume of actions. The document concludes by providing examples of free social media measurement and analytics tools.